Don't see anything "new" online. All of the H2O Express lures are low or out of stock.

They have the H20X baits on an end cap here at the local store.

I bought a few of the Metal reels on a black Friday ad a few years ago. Great reel for my boys to learn with.

Are these the close-out lures or a new line?

New line

I think tbey just changed the H20 Xpress logo. The styles and colors of the H20X are same.

No cranks at the Katy store a couple of weeks ago. Bass lures in general seemed in short supply.

Went to an Academy in Mississippi. No H2O cranks to be found. And yes, the crankbait section of all Academy stores is a joke.

Talked to what I think was a regional manager the other day. Was told it's just a rebranding with new packaging and some new colors/baits added in. Most should be on shelves mid December but could take longer. They had the same end cap with baits on it and some more baits/styles trickling in on the normal shelf area.

On another note: He would not sell me one of their display rod racks.

Noticed these today. New packaging and looks to be some new styles. Their hooks are repackaged with new labels as well

I look forward to checking them out.

I have seen a small selection of new H2OX lures in the stores. It looks like the old lures in a new box. I am just glad they are still going to produce my Wife's favorite crankbait, the ultralight square bill.