O.S.P Brand Concept

Virtually all products from any industry will run their course and time. The same principle applies to virtually all lures. There is always great interest in new products and this is normal because its progression. However, true artificial baits do not lose their appeal or effect after a short while. O.S.P aims to produce baits that remain in your armoury for a very long time. Their artificial lures have a true life span of 10 years, which means that if they can’t be considered as bait after ten years then they are not suitable to be placed on the market under the O.S.P name. This is the guiding principle in their product development. We define this as the “O.S.P Standard.” The reason why their lures are a runaway hit in Japan is because they are used by many famous tournament anglers and the reason they continue to have lasting success is due to the close adoption of the O.S.P concept: ORTHODOX LOOK BUT INNOVATIVE.

The key is to create performances that do not alter with time, to produce lures that go beyond fashion and demonstrate effectiveness, always. The first ever lure produced by O.S.P was the “Buzzn'Crank.” This small crank bait it still active and very effective 7 years after its launch. The Buzzn’Crank is probably the most famous shallow crank bait throughout Japan. We are confident that this same lure will continue to be a “go to” crank bait of reference in 10 years because of its continued success.

The chairman of O.S.P, Toshinari Namiki, is one of the most renowned tournament anglers in Japan and one of Japan's most famous representatives in the United States. Mr Namiki was the first professional Japanese angler to qualify for the Bassmaster Classic which resulted in a memorable second place in the prestigious Wal-Mart FLW Tour 2005.

The dynamic concepts at O.S.P are well defined and differ from all other Japanese lure design companies. The technologies used are far more advanced than current market standards. Let's take the example of the plastic concept body (Pat. HP Honeycomb Body) patented by O.S.P which was derived from aeronautical technologies. This design can reduce the weight of a lure by up to 40% thus making it far lower in density, like balsa but with far more robustness and versatility. Also, O.S.P was the first lure company in the world to implement a high strength, ultra light Polycarbonate Circuit Board inside an ABS plastic body. Through the use of modern technologies O.S.P aim to lead the market and overcome the usual problems standard artificial bait manufacturers’ encounter. Mr Namiki uses the example of the car industry when talking about lures, saying that O.S.P does not produce standard cars for the road but cars engineered for F1 on difficult racing circuits!

We are talking about a company that is literally overwhelmed by anglers in Japan thanks to the perfectionism typical of its President, one of the first recognisable fishermen throughout his country. Each bait is subjected to long and repeated tests by renowned Japanese anglers and is evaluated, catalogued and compared scientifically in several ways, all of which are very important: Influence of sound properties, meticulous interior design of each lure, casting distances including positioning of the internal weight, hook up success after bites (Mr Namiki collaborated with experienced designers from the company Fina to produce superior hooks), floating/suspending/diving efficiencies, appeal of the bait (very attractive to fish even when the bait stops or retrieved at very low speeds), all round robustness and of course swimming actions from a multitude of retrieval styles.

Only after having achieved excellence in all these categories and more are they satisfied that a prototype is definitely ready for marketing by O.S.P. We are not dealing with a brand that produces 20 lure prototypes per year for purely commercial purposes, so just think that in 7 years, this famous company from Tokyo has only released 16 designs to the market because technical excellence is a very long and very hard process to achieve.

O.S.P. lures are very sought after in Japan and the company sometimes struggle to meet demand from the domestic market. We have a very close working relationship with O.S.P, being their exclusive and sole European distributor. Because of this close affiliation we were able to collaborate with O.S.P to bring you an exclusive range of colours based on European baitfish.