The desire to lead the field in Sport fishing line lead to the creation of Ultima as a separate brand in 1990. Prior to 1986 fishing line quality had been static almost since it's invention 40 years earlier. The first high tech line, Ultima Xtra had shown what new polymer technology could do. Now it was realised that with the rapid advance of technology a new approach to fishing line development would be needed. Ultima was established as a separate entity totally dedicated to producing the best fishing line products possible. Over the next few years a range of specialised fishing line products was developed that began to push the performance levels of fishing line beyond what was ever thought possible. This desire to innovate and to be the best has been the driving force behind the company philosophy ever since.