That is when Carl Richey “Cotton” Cordell Jr. began selling his lures, working with companies such as Pflueger and Creek Chub Heddon. Cordell died on Jan. 6 at the age of 86. When he sold the manufacturing operation in 1980, it was the largest lure manufacturer in the world. Two years later, he began his own brand of lures, including the Big O crankbait. He was inducted into the National Freshwater Fishing Hall of Fame in 1987.