In 2010, Shimano announced a tie-up with JACKALL, a lure manufacturer in Otsu City, Shiga Prefecture, to further revitalize the bass fishing market. In 2011, Shimano released POISON GLORIOUS as a collaboration product. Based on the concept of “a rod that can reliably catch fish,” POISON GLORIOUS was developed by combining the expertise in sensitivity and technologies of the two companies. It created a sensation as a collaboration product in addition to its functionality. It enjoyed enormous popularity from many bass anglers. In 2013, Shimano released POISON ADRENA, which used the carbon monocoque grip characterized by low weight and high sensitivity. In 2014, it marketed POISON ULTIMA, the flagship model which took full advantage of the latest technologies at that time and featured a distinctive design for each item. The POISON series is deployed across a wide spectrum, from specialized models to versatile models, contributing to the expansion of the bass fishing market.