China Is Building Global Fishing Tackle Brands — Don't Believe Angling Is Different

What does a story from professional basketball have to do with angling? Or more significantly, if you work for a tackle brand in the USA or Europe, what does it have to do with your business?

Your answer might be: nothing. But the truth is: everything.

The news that US basketball superstar Steph Curry signed an endorsement deal with Chinese sportswear giant Li-Ning confirms a shift in the strategies of Chinese businesses — and demonstrates where power is heading. The player ended a 12-year deal with US activewear firm Under Armour last year, but instead of signing again with them or perhaps another US brand, Curry agreed a partnership with Li-Ning.

The Li-Ning deal brings a secret about Chinese brand-building out into the open. And as a professional in the angling trade, you need to be aware of what is likely to come next. For branded sneakers read rods, reels and lures.

The Old Equation

For decades, the world of brands has been reliably simple. Chinese companies made the products. Western companies built the brands, secured the endorsements, and controlled the consumer relationship.

That equation is now changing.

China’s leading companies increasingly want more than manufacturing contracts. They want market share. They want brand recognition. They want influence. And they are investing accordingly. If that sounds like a story from another industry, think again.

Evidence from the Tackle Trade

The Li-Ning deal is not from another world. Angling International has featured an interview with Felix Steinacker, Head of ANGELWELT, Germany’s fast-growing business and consumer fishing event, who returned from his own fact-finding mission to China and the Shanghai International Lure Fishing Show. By his own admission, Steinacker was “blown away” by the sophisticated brand-building on show at that Shanghai event.

His message is simple: China is setting new standards in connecting tackle brands to consumers. And not only is the ambition there — just like with the Curry sponsorship — so is the money.

The Capability Shift

For years, many businesses in the fishing industry have viewed China primarily as the world’s tackle factory. But the manufacturers that once focused solely on production have spent decades accumulating expertise in engineering, design, quality control, automation, and product development. Many now possess capabilities that rival or exceed those of companies elsewhere in the world.

The result is that China is no longer simply producing fishing tackle for other brands. Increasingly, it is creating its own products, developing its own intellectual property, and building its own global ambitions.

This should not surprise anyone. History shows that manufacturing leadership is often followed by technological leadership, then brand leadership. Trade shows in Beijing and Weihai that once showcased manufacturing capacity now put innovation at the forefront. Some businesses that were once almost invisible outside China are now actively pursuing international growth and establishing their own identities in global markets.

What It Means for the Industry

For every tier of the fishing tackle trade, the implications are significant:

For OEM buyers. The manufacturers you work with today may be your competitors tomorrow. Chinese OEM factories are learning every aspect of your business — from product design to marketing to distribution. Building genuine long-term partnerships rather than transactional buy-sell relationships becomes increasingly important.

For brand owners. The cost advantage that made Chinese manufacturing attractive is being reinvested into R&D and brand building. Price competition from Chinese brands operating at lower cost bases will intensify, particularly in mid-market segments.

For distributors. The question of which brands to carry becomes more complex. Chinese brands with strong factory backing can offer competitive pricing, reliable supply, and growing product sophistication. Ignoring them means leaving market share on the table.

For retailers. Consumer-facing Chinese brands in fishing tackle are still early-stage, but the trajectory is clear. The same forces that put Haier, Huawei, DJI, and now Li-Ning on the global stage are operating in the fishing sector. It is a matter of when, not if.

A Gentle Warning, Not a Panic

This is not a warning that established brands are about to disappear. Strong brands are built over generations, and trust remains one of the most valuable assets any company can possess.

But it is a reminder that competitive landscapes never stand still. The manufacturers that used to be invisible behind the products they made for others are increasingly stepping into the light. For those who pay attention, there is still time to adapt — to build deeper partnerships, to compete on service and innovation rather than just brand heritage, and to recognize that the most significant competitor five years from now may be a company you have never heard of today.

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