Fishbelly Introduces Hawg ShadTM Realistic Soft Plastic Lure Imitates Life at 2007 ICAST Show

For Immediate Release

NEW YORK, NY, July 11, 2007 (ICAST, Las Vegas) -- Soft baits with big, natural eyes. Shapes that match live bait. Colors that radiate with the iridescent sheen of a live fish. Action that imitates life. These are the features of a new line of lures that have improved upon the performance of soft baits, and have gotten the attention of fish and fishermen alike, worldwide.

Introducing Hawg ShadTM, from Fishbelly International, a Japanese- designed soft bait line that is uniquely realistic, and ideal for catching a broad array of fresh- and saltwater species.

“You will experience for yourself the level of detail in our lures that make catching fish fun,” remarked Kai Tham, president, Fishbelly International. “Since Hawg Shad is designed to swim like live bait, the lure is irresistible to a predator fish as well as the angler who fishes it.”

With a wide variety of colors to choose from, there is definitely a Hawg Shad color that’s ideal for your purposes. Hawg Shad offers choices in tail design as well - from split tail and paddle tail, to a low-profile pin tail that’s perfect for the drop-shot technique. And Fishbelly’s very supple silicone material produces a truly natural swimming motion.

Hawg Shads can be used in many ways, from drop shotting and accentuating bucktails, to mounting them on jig heads or rigging them up on umbrella rigs. The possibilities are endless.

Hawg Shad is available in the following sizes: 2.8, 3.5, 5 and 6 inches. And, there are other Fishbelly styles, including: Popper ShadTM (open-mouthed), Gator MinnowM (scented) and Kick-S ShadTM (kick tail) styles. Fishbelly also makes the patented Helix BuzzTM and Helix NinjyaTM lures.

For more information or to find your nearest dealer, visit Fishbelly on the web at www.fishbelly.com, or call toll-free at 1-888-402-1231.