FIRE BLOOD was marketed in 2006 as a series for surf fishing focused on outstanding uniqueness. The concept was “for passionate anglers.” The vivid design featured the color red, representing fire. FIRE BLOOD offers many options to “anglers committed to excellence” who want to optimize the taper and length depending on the fishing site, fishing method, and target. FIRE BLOOD Gure SP, which was released in 2007, featured the Taftec solid tip section made from high-strength carbon, achieving strength about 2.5 times higher than that of conventional products. In 2015, Shimano developed the X GUIDE, Shimano’s proprietary new guides (through which the line passes) to achieve smooth line release and reduce weight. Previously, Shimano did not develop guides. The X GUIDE was first used for FIRE BLOOD Gure. Many gear items were also released in addition to rods. FIRE BLOOD continues to evolve in a unique way through the pursuit of advanced technologies and commitment to excellence.