Abstract: An elongated hollow fishing lure pouch is made of a relatively flexible elastomeric material having high memory retention and is operable by squeezing the ends of the pouch to open a slit extending lengthwise of the pouch for placement of a lure into and removal from the pouch. Hook and loop fastener tabs are provided on the pouch for attaching it to a fishing rod, thereby enabling the lure to be kept on the rod when not fishing or while transporting the rod. The pouch is deformable with one hand while enabling the other hand to be used for steadying the rod.