Reaction Innovations

Making lures since 2002

Founded in 2002 by professional tournament angler Andre Moore, Reaction Innovations was created to inject fresh excitement and advanced design into the bass fishing market. Based in Alabaster, Alabama, the brand is renowned for introducing bold, highly effective, and often humorously named soft plastic profiles. Their designs, most notably the Sweet Beaver, have set new industry standards and become staple tools for competitive anglers nationwide.