CYPRESS, CA – It’s no surprise that Tatula means “spider” in Japanese. It’s in the logo. It’s in the name that looks suspiciously like “tarantula”. It’s also in the way DAIWA’s Tatula brand crept into the industry and spun a web around bass fishing.
2023 marks the 10-year anniversary of Tatula, and a little history is in order.
DAIWA stormed bass fishing the 1980’s, the brand carried on the shoulders of trusted tournament pros like Rick Clunn, Guido Hibdon, Denny Brauer, Larry Nixon, Jay Yelas, George Cochran, Ken Cook and Davey Hite. That reads like who’s-who list of Bassmaster champions from the advent of bass fishing’s modern era.
For the next decade, DAIWA continued innovating and building quality rods and reels in every price range, the angler always knowing DAIWA gave them the most for their money.
But it was in the early 2000’s DAIWA realized they needed a rejuvenation, something to springboard the brand like it did bqack in the 80’s, the golden age of bass fishing. “DAIWA wanted the excitement back,” said Marketing Director Marc Mills. “So, DAIWA set out to recruit new bass fishing pros. Fresh and relevant faces with strong marketing minds.”
DAIWA went on to harness the influential powers of Ish Monroe, Randy Howell, California’s Mike Folkestad, and Japanese sensation Takahiro Omori. As part of this new insurgence, DAIWA launched “Project T”. Anchored by YouTube, the wildly successful video series documented the building of a brand and products that fell under the new moniker…Tatula.
“Randy Howell’s 2014 Bassmaster Classic win is what really put Tatula on the map,” said Mills. “The bass fishing universe paid attention and it was quickly reflected in consumer demand for Tatula products.”
Capitalizing on Tatula’s momentum, DAIWA added rising tournament stars the ilk of Brent Ehrler, Cody Meier, and “The Llama,” Seth Feider. And continuing to fuel Tatula’s upward trajectory, DAIWA next enlisted young-guns Cory and Chris Johnston, as well as Patrick Walters.
What makes a Tatula… a Tatula?
Domestic DAIWA’s challenge to Japan was taking their renowned technology and infusing it into products for the American market. That meant harder gear materials, different gear ratios, more durability, and of course…affordability.
“The overarching goal,” said Mills, “was developing a lineup of products with professional bass angler input that was priced for the everyday angler. Everyone on Team Tatula fishes Tatula products in the nation’s biggest tournaments, including the Bassmaster Classic. These guys are proof positive of what can be achieved with reasonably priced gear.”
Intensive input is paramount to the product development process. “DAIWA consults with our Tatula Team over and over again,” said Mills. “We develop products with the technology and features they demand, and in an affordable package. That’s a tough balance. But all Tatula models achieve those goals.”
For example, when DAIWA was developing the first Tatula Elite Rods, the design team spent countless hours with the Tatula Team. Taken into consideration were specific actions, powers, techniques, and guide trains, all built into durable finished products for the American market.
Tatula launched with the tagline, “We Have Your Bass Covered.” And evidenced by past achievements, and new Tatula models launching this week at the Bassmaster Classic, that coverage is a promise kept.
About Daiwa Corporation
Daiwa’s first spinning reel rolled off the assembly line in 1955. Since then, the company has grown into one of the largest and most influential tackle companies in the world today. To handle sales and distribution in the United States, Daiwa Corporation first opened its doors on September 26, 1966, operating from a small facility in Culver City, California. Today, based in Cypress, California, Daiwa Corporation sells tackle throughout the United States, Canada, Central and South America. From the very beginning, Daiwa’s emphasis has been upon innovation and quality. The result is a long list of product features, design and materials that have become standards for the fishing tackle industry. Daiwa’s long-standing record of innovation has left a visible mark on the majority of tackle manufactured today and continues to advance the sport of fishing. Learn more at daiwa.us.