Pure Fishing


Since the design of their first Shakespeare fishing reel in 1896, Pure Fishing has been known for creating innovative products. In 2002 they sought to build on this legacy by working with Formation to develop a series of market leading fishing reels. Since that time Pure Fishing and Formation have collaborated on the development of more than half of their current products, including Catera, Synergy and Pflueger brand premium reels. Released in 2003, the Catera series is the best selling family of reels in Shakespeare’s 113 year history.



Pure Fishing’s continued success and position at the forefront of sports fishing is a direct result of their use of Industrial Design and commitment to continued innovation in an established category.



Formation continues to work closely with Pure Fishing’s marketing and engineering teams to create the latest sports fishing trends and innovations.