About South Bend

South Bend® Sporting Goods has devoted a lifetime to creating products that allow families to experience the joys of fishing. Our heritage is family fishing, it's in our DNA – it's our passion and why we introduce dependable, affordable products that attract millions of anglers to our family year after year.

Since 1906, South Bend® has been a leader in the industry, best known for offering quality products at an exceptional value that make fishing simple and fun for today's active families and occasional anglers of all ages and skill levels.

TRUSTED. AFFORDABLE. DEPENDABLE.

All South Bend® products have been designed and created with a fond respect for our history combined with a singular focus to provide a comprehensive line of fishing equipment and accessories that anglers and their families can trust and enjoy for many years at prices they can afford.

Learn more about the History of South Bend>>

Today's active families have rediscovered the great outdoors and all its simple pleasures. Fishing and camping are two activities that families are rediscovering in record numbers. To satisfy this new band of fishing first timers, South Bend® has created new products that are as innovative as they are value-driven.
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