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 Ardent®, Lamiglas ®And Fishouflage™ Bass Combo Wins 2010 ICAST Award

Las Vegas, NV (July 15, 2010):  Over 6,900 members of the sport fishing industry converged upon Las Vegas, Nevada the week of July 12 to participate in the 2010 International Convention of Allied Sportfishing Trades, better known as the ICAST show.  Among sales efforts and seminars, industry buyers and media members cast their votes for the best new products headed to retail stores in 2011.  Emerging with top honors in the rod and reel combo category were Ardent, Lamiglas and Outdoor Identities® for their joint introduction of a Fishouflage Bass fishing combo. The significance?  All three manufacturers build product right here in the United States.

Ardent manufactures fishing reels in Macon, Missouri and is the sole manufacturer of freshwater casting and spinning reels remaining on U.S. soil.  Lamiglas manufactures fishing rods in Woodland, Washington with a heralded history of nearly sixty years.  Outdoor Identities of Greenville, Wisconsin is the creator and licensee of Fishouflage angler patterns which are derived from the freshwater aquatic environment.   Ardent's reel and Lamiglas' rod were unified with matching Fishouflage Bass finish.
   
"It's tremendously gratifying," said Michael J. Brooks, President and CEO of Ardent, "Acknowledgement of the quality and value of U.S. manufacturing within an industry overwhelmed by foreign product is deeply appreciated by each and every Ardent employee and their families in our community."  The Ardent C400 Fishouflage Bass reel features a high-speed 6.3:1 gear ratio, corrosion resistant aluminum Comfort Grip® frame and a capacity of 120-yards of 12-pound monofilament line.  It's five bearing design provides effortless casting and confident power throughout battles with fish.  Fishouflage Bass pattern matches Ardent's reel to Lamiglas' rod.  "We set out seven years ago to deliver expert craftsmanship from the hands of Americans.  The recognition by members of the industry provides confirmation of our vision, goals and execution."

The Lamiglas rod is constructed upon a 7-foot, fast action Certified Pro XC 704 blank, handcrafted in Lamiglas' Woodland, Washington headquarters.  Lamiglas' most popular bass fishing rod, a custom split-grip handle design advances performance while the Fishouflage Bass finish creates a distinct identity.  John Posey, Lamiglas' National Sales Manager, sees expanding opportunities for U.S. manufactured products.  "The value proposition continues to change at a rapid rate," said Posey, "The incredible price differences that used to exist between domestic and imported product have narrowed dramatically.  While avid anglers have always shown a preference for the technically-precise performance of U.S. manufactured Lamiglas rods, we're now able to compete in the mid-range price points that have been driven up by the rising costs of overseas manufacturing."

The Fishouglage Bass pattern cosmetically richens and unifies the Ardent and Lamiglas product.  A mixture of green reeds and coontail, combined with broken grey and brown logs, laid over a natural background, the images of trophy bass hidden in the background are the icing on the cake.  "Our company is driven by identity, "explained Paul Bernegger, President of Outdoor Identities.  "Fishouflage patterns serve a consumer base that prides itself on rugged independence.  There's nothing more independent than the American spirit that is the cornerstone of the Ardent, Lamiglas and Fishouflage brands."

The Ardent, Lamiglas and Fishouflage combo is performance-driven to the highest professional standards, offering an exceptional value for the suggested retail price of $299.  "Anglers traditionally approach their rod and reel purchases independently to varying degrees of success," said Brooks.  "The combination provided by Ardent, Lamiglas and Fishouflage offers a matched and balanced system where the components work in concert with one another to the maximum benefit of anglers."

The original product introduction date was scheduled for 2011, but the demand created at ICAST has motivated the companies to strive for delivery in time for holiday sales.  "It's a unique opportunity for consumers," commented Posey.  "The largemouth bass is America's most popular game fish and anglers now have an award-winning and distinctly U.S. option available in the equipment they use to pursue them."