Abstract: A fish lure providing changeable effects of coloration even during use, by an extendible sock-like colored body interiorly of the lure which gives a variation in the lure's coloration-effect depending on its condition as relatively collapsed or relatively extended condition. An actuator or other devices, automatic upon pulling the line through the water, cause the change from collapsed to extended position, against the bias of other structure opposing the extension, thus giving a variation in the nature of color-change dependent upon how the user pulls the lure through the water. A piston associated with the colored body moves in correspondency to it, forcing water outwardly of the lure, giving further water-disturbing and lure-jiggling effects; and other embodiments provide color-change by fluid in the lure having a color-change responsiveness to changes in temperature and/or pressure.