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Pure Fishing reveals big plans for Ugly Stik brand

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Pure Fishing brand, Ugly Stik – known for its rods and combos – announced prior to ICAST 2020 Online that it is launching an Ugly Tuff series of reels.
↑ Ugly Stik will be building out its brand with the introduction of tools to go alongside the newly introduced Ugly Tuff reels.

Ugly Stik – long known for its presence in rods and combos – has for decades built a reputation for durability and performance in its market category.

So fans of these rugged rods will be pleased to hear that Ugly Stik owner, Pure Fishing, is launching Ugly Tuff, the first reels ever to come from the brand.

Pure Fishing broke the news at this week’s ICAST 2020 Online, also revealing that it is introducing a range of Ugly tools in a move to ‘build out’ the Ugly name as a stand-alone brand.

“Ugly Stik is one of the most iconic brands in our industry,” said Pure Fishing’s Vice President Marketing, John Schlosser, in a video especially made for the first virtual ICAST. “New entrants and avid anglers alike have gravitated to this brand for years.

“Over the next couple of weeks you are going to see the brand enter the tools category and now [we have] a reel that we are proud to put the Ugly name on. These reels are built to be thrown in the back of the truck and used regularly.

“Additionally, we have launched a new marketing campaign that gets the brand back to its roots of really having fun.”

The Ugly Tuff range comprises spinning and spincast reels featuring an aluminium body and spool, graphite rotor and a five- or three-bearing system. 

“They are beautiful, they are rugged and they are affordable,” enthused Dave Bulthuis, President Pure Fishing North America. “And they are great products for those new anglers currently engaging in the marketplace.

“The plan is to build out the Ugly Stik line to be a stand-alone brand,” he added.

The new reel is graphically in keeping with the whole Ugly philosophy and this is reflected in the promotional videos, with catchlines like: “Tough like always, but now in reels” and “Sensitive, so you don’t have to be.”

The new line of Ugly tools will be ready for delivery this Fall/Autumn and will be available in special gift packaging ready for Christmas 2020.

Filed In: Product News