William Shakespeare Jr. revolutionized fishing with his invention of the level-wind fishing reel, a ground-breaking patent that allowed anglers to easily rewind their line evenly on the spool. Previously, anglers would be tasked with the tedious job of guiding the line back with their finger often leading to a rat's nest of a spool.

The company’s commitment to advancing fishing technology continued with the release of the Marhoff reel. This reel reset the industry standards for reels and was widely known as the best on the market. As if all that weren’t enough, William also quickly noticed the struggle anglers faced from spools and lines back-lashing when out on the water. Back-lashing occurs when spools turn over faster than the line, or when a lure is met with resistance causing it to slow down in the air creating a mess of a line upon retrieval. With the announcement of the highly popular Wondereel, William invented a way to apply a light action reel brake (AKA the “Backlash Break”) to prevent spools from bunching up.  

By 1908, Shakespeare further broadened its product line to be inclusive of fly coats, leather rod cases, hooks, and trout flies to propel the company toward greater success.  

Despite challenges from both World Wars, when materials were scarce, Shakespeare continued to persevere. They worked with high-caliber precision tools and technology for their fishing gear which led Shakespeare to manufacture trench motor fuses and other military equipment during the wars. This dedication to innovation, in both design and functionality, became the hallmark of the brand.

While Shakespeare’s’ products spoke for themselves, it was still imperative that the company spread the word to get their gear in the hands of anglers. The brand leveraged the same creativity used in their product engineering for their advertising and campaign efforts. Original slogans such as their precision tagline “built like a watch” and the overly simple “baits that catch fish” highlighted brand traits that quickly became synonymous with the Shakespeare name. 

Shakespeare also used education as a key channel to invite new anglers to the sport and remind lapsed anglers of the fun to be had on the water. The company began to publish educational booklets and pamphlets that provided fishing tips and instructions for anglers of all experience levels (i.e. “How to Catch Bass”, “How to Fly Fish”, etc.). Shakespeare continues to provide solutions to simplify the choosing and using experience. The ready-to-fish products include straightforward explanations and value-added accessories to break down participation barriers. 

Following his passing, William Jr.’s son Henry Shakespeare remained at the helm and the company solidified its dedication to innovation with the introduction of new products including easy to use spinning reels, automatic fly reels, and saltwater reels.  

Today, Shakespeare remains a household name in the fishing industry, moving its operations from Kalamazoo, Michigan to Columbia, South Carolina. The brand’s iconic series such as Catch More Fish and their popular youth fishing kits displaying the likes of Marvel, Disney, and Mattel characters, proves their commitment to providing anglers of all experience levels with top tier gear. 

To further emphasize the company’s evolving spirit, Shakespeare will undergo a large refresh beginning in Fall of 2025. Shakespeare’s core values will remain top of mind as several product lines are enhanced to meet our consumers’ goals of making fishing fun, easy, and skill-advancing. 

“Because of their contributions and longevity in the tackle industry, the Shakespeare name remains one of the most recognizable to the public.” - Fishing Tackle Trade News