A budget-friendly rod, not a four-figure sonar unit, walked away with the top prize on day one of ICAST 2026. Zebco, the brand that has taught countless beginners to cast, saw its rebuilt Rhino voted Best of Show, capping months of redevelopment for a rod the company redesigned from scratch. On a floor dominated by carbon fibre and screens, an affordable comeback stole the spotlight.
Staged by the American Sportfishing Association, ICAST is where the tackle trade shows off the products headed to shops the following year, and its Best of Show honour is chosen by the buyers and journalists working the aisles. That made Zebco's win over a much more expensive field the story of the morning.
Zebco grabbed the headline award, but Rapala racked up the most hardware. The lure company won four Best of Category titles, including a pair for its CrushCity soft plastics: "The CEO" 21 in Freshwater Soft Lure and the IMPOSTER in Saltwater Soft Lure.
The closely watched electronics category went to Garmin's LiveScope 2 HD, the latest forward-facing sonar in a technology that pro circuits have moved to restrict over the past year. Other winners included Shimano's Curado DC for Freshwater Reel, St. Croix's Triumph for Freshwater Rod, Daiwa's 2026 BQ SW for Saltwater Reel, and Z-Man's Chatterbait Elite EVO HD among skirted lures. BUBBA's Pro Series Gen 2 electric fillet knife topped the cutlery field.
"I learned a long time ago that fishing is not about the fish you catch, but about the friends you make along the way," Dance told the audience.
For the show's smaller brands, the value is in the face-to-face meetings. Caleb Sutton, who owns tackle-storage company Buzbe and left with two organisation awards, described ICAST as being built on relationships.
"ICAST is so great to connect with dealers. When we come to the show, it's not only about exposure but it's also about making a connection with dealers as well," Sutton said.
Ryan Grubbs, national account manager at Star brite, said his team designed its stand around letting buyers get their hands on the gear. "We have designed meeting places for buyers to come and see the products in person. They can sit down with us, touch the products and really map out a game plan for what the year is going to look like."
The winners emerged from just the opening day of a week-long show, and the new gear on display will start reaching retailers through 2027.
