About Us
Where legendary brands live.
Pure Fishing is the force behind top brands like PENN, Berkley, Ugly Stik, and Abu Garcia—trusted by anglers worldwide. Every day, someone lands a catch with our gear.
While angling continues to grow worldwide, Pure Fishing remains strong in its commitment to supporting anglers in every stage of their fishing journey. Our brands and innovative products underneath each one are designed with two things in mind–– how can we help anglers catch more fish and how can we make sure they are enjoying their time on the water.
Our Brands
Pure Fishing has united the most iconic and trusted brands in fishing.Our extensive portfolio consists of the most recognized brands in fishing tackle, lures, rods, reels, and storage.
Conservation In Action
Pure Fishing is committed to the environment and understands the social responsibility that accompanies being such a large player in the fishing space. We actively support the tradition of fishing and organizations that leverage the joy of fishing to benefit their communities.
News & Media
Pure Fishing products are featured throughout the year in several events and competitions. Stay up to date on our pro-anglers as well as any news and events involving our world-class brands on our News & Media page.
Careers
The heart of Pure Fishing is not just our exceptional products but the extraordinary workers who support these brand efforts. Explore career opportunities with Pure Fishing at one of our U.S. locations or hybrid work arrangement roles.
Shop Pure Fishing
The Pure Fishing shopis anangler'shub for discovering products from the most trusted brands in fishing–– all in a single place. Explore the offerings including tackle, rods, reels, lures, storage, and more!
Contact Us
We might be out on the water but we encourage you to contact us for media and other inquiries around Pure Fishing, Inc. and we will get back to you as soon as possible.
Our Values
We deeply respect the tradition of fishing and all the personal benefits that come from spending time on the water. In fact, our respect and commitment to the sport extends far beyond our products alone as we make strong efforts to designate resources towards organizations that protect renewable resources necessary for healthy fisheries.
From our support of grass roots fishing clubs and events to our diverse roster of legendary professionals like Hand Parker and Jordan Lee, to internet sensations BlackTipH and the GaleForce Twins, Pure Fishing is at the forefront of fueling education and interest in the sport we love. It is our mission to help maintain the longevity of this beloved pastime so we can all enjoy it for centuries to come.
With storied brands deeply rooted in the history of fishing around the world, Pure Fishing is just as committed to shaping the future of fishing as we are to honoring its past. Simply put, Pure Fishing wants your next day on the water to be your best day on the water.