The brands that came together to form Pure Fishing were founded by passionate inventors of much of the tackle that we use today. Their ingenious engineering created firsts in revolutionary reels; lightweight graphite rods; castable, high-strength fishing lines, and the most advanced soft baits. These discoveries firmly established our company at the forefront of technology. Day by day, innovation by innovation, and catch by catch, each brand has earned a distinct and unique reputation with anglers worldwide. Each brand continues to build on that reputation as part of Pure Fishing. Fishing to us is not just about business, it is about time shared with family and friends, time on the water, excitement and the environment. Pure Fishing is dedicated to helping anglers everywhere have more fun catching more fish.