Performance-Driven Innovation
From proprietary drag systems to CZB bearingless tech and magnetic drop control, every product is engineered for total control and serious fish-fighting power.
Unmistakable Design
Bold, edgy aesthetics meet ergonomic functionality. 13 Fishing gear stands out on the rack, and even more on the water.
Versatility for Any Season
Whether you’re bass hunting in summer or jigging through ice in winter, 13 Fishing has gear made to thrive in every condition and every battle.
Most Wanted: 13 Fishing Bestsellers Built for Action
These aren’t just popular — they’re legendary in the making. Our top products have earned their place in tackle boxes around the world by combining cutting-edge performance with pure angling attitude.
Power Slide – Pencil Popper Top Water Bait
Turn the surface into a battlefield with the 13 Fishing Power Slide. Designed with a cupped face for splashy commotion and a One Knocker rattle chamber to call predators in, this topwater lure delivers attitude with every twitch. Featuring an ultra-high-definition painted finish, HD holographic eyes, and custom feather treble hooks paired with VMC Premium Hybrid Black Nickel Hooks, it’s a strike magnet built to slay big bass and explosive surface chasers.
Freefall Carbon – TrickShop Edition
Precision under pressure. The Freefall Carbon TrickShop Edition is a revolution in ice fishing, combining premium TrickShop components with instant hook-set performance. The FreeFall Trigger System and Magnetic Drop Speed Control give you exact control over presentation, while the Carbon Drag System and Airfoil Carbon frame deliver strength without weight. Built for twist-free line drops, tangle resistance, and ultimate control — this reel turns finesse into domination.
Inception G2 – Baitcast Reel
Designed for power, tuned for precision. The Inception G2 baitcasting reel brings muscle to your palm with a 22LB Bulldog Drag and Ti-Armor aluminum gears for unstoppable cranking force. Features like the Arrowhead Line Guide, Aluminum Star Drag, and Integrated KeepR hook keeper mean this reel is built for performance and practicality. Whether you’re working heavy cover or burning baits, Inception G2 stays smooth, responsive, and in full control.
About 13 Fishing
13 Fishing is a relatively young but highly ambitious American fishing tackle brand that positions itself as the main “rebel” of the industry. They have bet on innovation, bold design, and attracting a younger, tech-savvy audience of anglers.
The brand is known for its motto “Make Your Own Luck” and its rejection of traditional, often outdated approaches to tackle design.
Below is comprehensive information about the company’s history, technologies, and products.
History and Integration with Rapala VMC
- Foundation: The company (under the legal entity DQC International Corp) was founded in 2012 in Tampa, Florida, by James Coble. They originally started out of a regular garage.
- Breakthrough: Unlike many brands that started with open-water fishing, 13 Fishing noticed that the ice fishing segment was heavily stagnating. They released innovative ice rods and reels that literally blew up the North American market. Having built capital and a name in ice tackle, they rapidly broke into the highly competitive bass fishing niche (freshwater and saltwater spinning/casting).
- Merger: In July 2019, fishing industry giant Rapala VMC Corporation acquired a 49% stake in the company, and by 2020, the 13 Fishing brand was introduced to the global market. Today, 13 Fishing products are fully integrated into Rapala’s worldwide distribution network (outside the US, Rapala holds exclusive distribution rights).
Main Features and Technologies
13 Fishing stands out for not being afraid to experiment with materials and aesthetics. Their products are easily recognizable by bright colors (neon green, bright orange, matte black), cork grips, and skull logos.
- CZB (Concept Zero Bearing): The brand’s most famous technology. In some of their top-tier reels (like the Concept Z series), they have completely abandoned classic metal ball bearings. Instead, they use special space-grade polymer bushings. They do not rust, are impervious to saltwater, require no traditional lubrication, and provide phenomenal casting distance.
- Trick Shop: A unique customization concept. 13 Fishing sells kits of parts (spools, star drags, handles, screws) in various bright colors. An angler can build a reel to their individual taste, just like a Lego set.
- FreeFall: A revolutionary system for inline ice fishing reels. A special trigger allows you to instantly drop the line with one hand, precisely controlling the bait’s diving depth.
Main Product Lines
1. Reels
The brand places a heavy emphasis on baitcasting reels, although it also produces spinning models.
- Concept Series (A, Z, TX): The flagship line of baitcasters. They feature a powerful drag system (Bull Drag), lightweight frames, and saltwater protection (TX series).
- Modus and Inception: Mid-range models offering many of the technologies found in the high-end series (like the Arrowhead line guide) at a more affordable price point.
- Black Betty FreeFall: A legendary ice reel with a trigger drop, which has become the standard for ice fishing in the US and Canada.
2. Rods
13 Fishing rods are renowned for their high sensitivity, lightweight Japanese graphite blanks, and custom Evolve reel seats.
- Omen Black: The brand’s most popular and recognizable series of bass rods. It offers the optimal balance of price and professional quality.
- Fate (Black, Chrome, V3): Mid-range segment. The Fate V3 series, for example, is easily recognizable by its snow-white blank and bright green accents.
- Muse: Premium segment for tournament anglers.
- Tickle Stick / Wicked: Innovative ice rods with a flat (rather than round) tip, which drastically increases sensitivity for subtle bites.
3. Baits
The brand also manufactures soft plastics with specific geometries and strong attractants, which are popular in the US for bass and crappie fishing (e.g., the Rabbit Ear and Coconut Crab series).
Summary: While classic brands (like Shimano, Daiwa, or Abu Garcia) rely on decades of tradition and conservatism, 13 Fishing is the choice for those seeking modern technologies, aggressive design, and highly specialized solutions (especially in casting and ice fishing), without paying a premium for a brand’s historical status.
Hear From Customers
In the tournament scene, your gear is either an advantage — or a liability. 13 Fishing gives me an edge. The Inception G2 holds up to heavy flipping all day, and the drag system is smooth under pressure. Their rods have the perfect blend of sensitivity and backbone, especially the Envy Black series. What I really appreciate is that they listen to anglers — you can feel it in the design. Every feature is there for a reason. When you’re chasing checks and ounces matter, 13 Fishing isn’t hype — it’s my go-to for results I can trust.
Brandon Miller
If you’ve ever jigged at –20°F with frozen fingers and a trophy walleye teasing your sonar, you know how much gear matters. My FreeFall Carbon TrickShop Edition is a total game-changer — smooth drops, zero tangles, and that trigger system is addictive. Plus, it just looks cool. I love that 13 Fishing makes ice gear that’s stylish, smart, and tough as the anglers using it. Whether I’m filming or fishing for fun, it performs. People always ask what I’m using in my videos — and honestly, if it’s 13 Fishing, it’s already on the ice with me.
Kelly Andersdotter
As a shop owner, I’ve seen trends come and go, but 13 Fishing continues to impress. Customers love the brand’s innovation — from the CZB bearing tech in reels to the design of their lures like the Power Slide. Their packaging stands out on shelves, but the quality inside keeps anglers coming back. I’ve had seasoned pros and total beginners both rave about how intuitive and high-performing the gear is. Stocking 13 Fishing is a no-brainer for me — it moves, it performs, and it builds loyalty. It’s not just another brand; it’s a conversation starter at the counter.
