ICAST 2026: Crush City's New CEO Urchin bait!

The all-new CrushCity™ The CEO is a purpose-built urchin bait system engineered to simplify one of bass fishing's fastest-growing techniques while delivering exceptional castability, durability and fish-catching performance.

Developed through more than a year of engineering, testing and refinement, The CEO combines a proprietary weighted glass powder core with premium Super TPE construction and Smart Injection Technology® to create the ideal balance of castability, buoyancy and a slow, controlled fall right out of the package. Designed around the CrushCity "Customs" philosophy, every detail of The CEO was built to eliminate the guesswork. Molded hook alignment dimples simplify rigging, an integrated center channel accepts optional nail weights for added customization, and the bait was purpose-built alongside the VMC® RedLine Series® Urchin Neko Hook to create a complete system that performs exactly as intended.

DETAILS AND PRICE BELOW Available in two purpose-built sizes, each version was engineered for a specific application. The 15 mm model features a softer Super TPE formulation with tapered legs and silicone strands for an exceptionally natural finesse presentation, while the larger 21 mm model utilizes a stiffer formulation that displaces more water and excels when targeting trophy largemouth, smallmouth and spotted bass. Constructed from ultra-durable Super TPE, The CEO is built to withstand repeated catches around docks, brush piles, vegetation and other heavy cover while maintaining its lifelike action. CrushCity™ The CEO Features: • Weighted Glass Powder Core • Super TPE Construction • Tapered Legs for Subtle Action on the Fall • Integrated Slot for Ease of Rigging • Smart Injection Technology® • Purpose-built with the VMC® RedLine Series® Urchin Neko Hook Best Fishing Applications: • Forward-Facing Sonar (FFS) • Dock Skipping• Isolated Cover • Heavy Cover • Blind Casting • Finesse Bass Fishing Available Sizes:• 15 mm• 21 mm Pack Count:• 15 mm – 3 Pack• 21 mm – 2 Pack MSRP:• 15 mm – $14.99• 21 mm – $12.99