Grit. Patriotism. Strike-Inducing Lures.
Fish or Die Bait Company is a veteran- and law enforcement–owned brand based in Nazareth, PA, creating hard-working anglers’ soft plastics and gear that deliver both performance and purpose. Proudly rooted in blue-collar values, their “All-or-Nothing” spirit inspires lures designed to outwork—whether you're on the water or in support of good causes.
Their signature soft plastics—including the A-Jack Goby, Warbird, Gadsden, Sherman, and more—feature bold profiles, realistic action, and rugged durability that stand up in tough bites.
Fish or Die's “Stenches of the Trenches” scent series (names like Mustard Gas and Agent Orange) adds unique olfactory attraction to every presentation—giving anglers an edge where visuals and action need a boost.
More than tackle, Fish or Die is a community. A portion of every sale supports the Special Operations Warrior Foundation, merging fishing passion with real impact.
Explore the full lineup below—soft plastics, jerk/swim baits, terminal tackle, apparel, and bundle deals—and equip yourself with battle-tested gear that honors the mission, both on and off the water.
