Pure Flats began in 2015 when tournament winning angler, Capt Joey Landreneau invented the Slick lure. Joey was fishing shallow rock flats and grass shorelines of Florida's Big Bend Nature Coast. After struggling to cover different areas of the water column and losing several treble hook lures, Joey came up with the idea for “The SLICK.”  Pure Flats and the Slick family of lures are designed to cover all areas of the water column while providing weedless options with an amazing sink profile and realistic, erratic bait movement.  Pure Flats lures are winning tournaments from the Mississippi Sound to Virginia and consistently helping anglers set personal best records.

In Jan 2022, Greg Sample joined forces with Joey and moved Pure Flats from Gainesville, FL to Atlanta, GA to increase operations capability. As an experienced outdoorsman and inshore fisherman who grew up fishing the marshes of Southeast Louisiana and Mississippi, Greg was so impressed with the performance of SLICK lures, he couldn’t resist sharing the joy with a broader audience. 

Slick lures are proudly made in the USA including all tooling and components. We partner with the Bobby Dodd Institute to drive job creation for people with differing abilities. Pure Flats is committed to delivering differentiated fishing lures and accessories that make your experience more fun and rewarding.