13 Fishing
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About 13 Fishing
13 Fishing burst onto the angling scene in 2011 out of Clearwater, Florida, with a mission to shake up a traditional industry. Founded by Jim Coble, the brand quickly carved out a reputation for bold aesthetics, forward-thinking engineering, and a rebellious spirit that resonated with a new generation of serious anglers. Its slogan — "Make Your Own Luck" — isn't just marketing; it reflects the brand's core belief that the right gear, built with genuine innovation, gives anglers a measurable edge on the water.
Innovation-First Engineering
What truly separates 13 Fishing from the crowd is its commitment to patented technology. The brand developed the Concept Zero Bearing (CZB) system — a revolutionary reel bearing design that replaces traditional ball bearings with self-lubricated, maintenance-free bearings engineered for long-term durability and silky-smooth performance. This innovation, combined with proprietary drag systems and precision gear trains, has made 13 Fishing reels a staple in competitive bass fishing circles. Whether it's a baitcasting reel with a 6-way centrifugal braking system or a spinning reel with a Cast Iron Carbon frame and rotor, every piece of hardware is designed with purpose.
On the rod side, 13 Fishing builds with Japanese carbon blanks, striking a careful balance between featherlight weight and backbone strength. Models like the Defy Black, Omen Black, and Creed X have earned loyal followings among anglers who demand sensitivity and power in equal measure. The rods pair beautifully with the brand's reels, and the full combo lineups — including the Sync and Tact series — offer ready-to-fish setups right out of the box.
A Market Leader in Ice Fishing
Perhaps nowhere is 13 Fishing's influence more pronounced than in the ice fishing world. The brand is widely regarded as a market leader in dedicated ice fishing gear, with products like the Black Betty inline reel and the FreeFall Ghost earning devoted fans across the ice-fishing belt of the U.S. and Canada. From purpose-built ice rods in the Tickle Stick and Widow Maker series to complete ice combos, 13 Fishing has brought the same design intensity it applies to open-water gear to the hardwater segment — producing equipment that performs reliably in the most demanding cold-weather conditions.
Baits, Lures & Beyond
13 Fishing rounds out its lineup with a range of hard and soft baits designed with the same aggressive aesthetic and functional edge as its rods and reels. Offerings like the Jabber Jaw Hybrid Squarebill Crankbait and the Power Slide deliver the kind of action that triggers strikes, while the brand's apparel and accessories let anglers complete their kit from head to tackle box.
Part of a Global Family
In 2023, Rapala VMC Corporation — one of the world's leading fishing tackle companies — completed its full acquisition of 13 Fishing, integrating the brand into a global distribution network. This partnership has expanded 13 Fishing's reach into international markets while preserving the product development team and innovative spirit that made the brand famous. For anglers, that means even greater access to a lineup that continues to evolve at the intersection of technology and passion.