In 2014, Abu Garcia will re-launch its iconic Swedish made round reels. Set to be unveiled at ICAST in Las Vegas, July 10, 2013, Abu Garcia will present the newly updated editions of its original Record, C4, C3, Pro Rocket and Morrum Swedish-made round reels. With upgraded performance and style, the new line of round reels embodies the trusted durability and engineering that generations of anglers have come to expect.
To mark this occasion a poignant and beautifully shot documentary has been produced that traces the history of one of the most revered fishing brands in the world. The trailer of “For Life, The Story of Abu Garcia” is currently viewable. The full length documentary premiers online via YouTube at 3pm ET on July 10th.
“Chronicling the history of one of the world’s most legendary fishing brands was a huge task and we are very excited to give an insider’s look at how this company started,” said the film’s Director, Dustin Hoye. “The stories were so genuine and provided many different points of view for a great perspective of the lives influenced by Abu Garcia.”
Highlights in the film include Lennart Borgstrom, former Abu Garcia owner, and Henning Karlssom who began working in the factory in 1940. Henning was just 14 years old when he started with Abu Garcia and to this day, still volunteers as curator of the museum in Svangsta, Sweden. Everyday anglers provide their heartfelt stories which underscore the way fishing shapes some of the most memorable and defining moments in their lives.
Director:
Dustin Hoye, Director of Photography: Cy Dodson, Animation: Joseph Bowie & Jeremy Hinkemeyer, Editors: Dustin Hoye & Aaron Eickhorst, Original Music: Patrick McCready & Christer Nilson, Translator: Solveig Rask-Nielsen, Producers: Dustin Hoye & Cy Dodson, Associate Producers: Paul Davis, Grayce Weber & Mark Boyd, Executive Producer: Chris Derrick
About Pure Fishing, Inc.
Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia, All Star, Berkley, Fenwick, Gulp!, Mitchell, Penn, Pflueger, Sebile, SevenStrand, Shakespeare, SpiderWire, Stren, Trilene and Ugly Stik. With operations in 19 countries and a dedicated workforce conversant in 28 languages, Pure Fishing, Inc. is part of Jarden Outdoor Solutions, a leader in developing outdoor and active lifestyle products and a subsidiary of Jarden Corporation. Additional information can be found at the purefishing website.
About Jarden Corporation
Jarden Corporation is a leading provider of a diverse range of consumer products with a portfolio of over 100 trusted, quality brands sold globally. Jarden operates in three primary business segments through a number of well recognized brands, including: Outdoor Solutions: Abu Garcia, Aero, Berkley, Campingaz and Coleman, ExOfficio, Fenwick, Gulp!, Invicta, K2, Marker, Marmot, Mitchell, Penn, Rawlings, Shakespeare, Stearns, Stren, Trilene, V?lkl and Zoot; Consumer Solutions: Bionaire, Breville, Crock-Pot, FoodSaver, Health o meter, Holmes, Mr. Coffee, Oster, Patton, Rival, Seal-a-Meal, Sunbeam, VillaWare and White Mountain; and Branded Consumables: Ball, Bee, Bernardin, Bicycle, Billy Boy, Crawford, Diamond, Dicon, Fiona, First Alert, First Essentials, Hoyle, Kerr, Lehigh, Lifoam, Lillo, Loew Cornell, Mapa, NUK, Pine Mountain, Quickie, Spontex and Tigex. Headquartered in Rye, N.Y., Jarden ranks #371 on the Fortune 500 and has over 25,000 employees worldwide. For in-depth information about Jarden, please visit the jarden website.
By: Kevin Jarnagin, Blue Heron Communications
