Throughout my life, I’ve gone back and forth on purchasing store-branded products. Back when I was in high school, flipping burgers to fund my outdoor pursuits, I purchased a lot of private-label items like the Johnny Morris Platinum Signature Spinning Reel because they were cheaper than everything else.

Then, I became a professional guide and turned into a gear snob. I upturned my nose at anything not from a boutique manufacturer.

Now, in my adult life, I’m turning back to brands created by large outdoor retailers. I have kids and need to buy them gear, pay for childcare, and provide funds for adult necessities like health insurance. Once selfishly carefree, I now have to tighten up the wallet. The brands of my youth are making a comeback.

Through my experiences with these brands, I’ve found private label products to fall into two categories: cheap, single-use junk, or a product that is just as good, if not better than the competition, at a much lower price. Those products are what I call gems.

So I was intrigued when the opportunity to test and review the Bass Pro Johnny Morris Platinum Signature Spinning reel presented itself. Would it be junk or a gem?

In short: It’s a gem. I stacked the Platinum Signature against some of my “high-end” reels this spring while writing our Best Bass Fishing Reels Buyer’s Guide. It performed better than most reels on my boat, despite being one of the least expensive. At $130, you can’t really call it a budget reel, but it has maximum value. If you’re looking to break out of true budget gear or need to add another solid reel to your arsenal, your money is well spent with the Platinum Signature.

First Casts With the Johnny Morris Platinum Signature Spinning Reel

I made one cast and retrieve with the Platinum Signature and immediately questioned if I was remembering the $130 price correctly. That morning, I had been fishing with another reel with a much higher price tag, and after switching to the Platinum Signature, I figured it was at least $250. I did a double-take and Googled it. Nope, it’s only $130.

After fishing the reel that entire afternoon, I thought, “How on earth is this reel so good?” It was performing so far above its price that I walked away truly baffled. Further investigation was needed.

How Is It So Good?

Many store-brand products are manufactured by a different company, with a store-brand label slapped onto them. With this reel’s performance, I figured that had to be the case and spent an hour on the Google machine trying to figure out who makes this reel.

There were numerous guesses, but I believe I found the answer in a Reddit thread. There, a user provided extremely compelling evidence that the Johnny Morris Signature (not to be confused with the Platinum Signature) is made by Daiwa, and is almost an exact replica of one of Daiwa’s more expensive reels. I won’t go into the details of his post, but he provided such a compelling argument that I’m comfortable saying with 99% certainty it’s a Daiwa.

So, how is this reel so good? Given that the cheaper Bass Pro reel is a Daiwa, I’d assume this one is as well. It’s probably a much more expensive reel with a Bass Pro logo on it, and its low price is borderline criminal.

On-the-Water Performance of the Johnny Morris Platinum Signature

Three things stood out to me about this reel. The first was how smooth the retrieve is. I own some reels at a similar price point that aren’t as smooth, and this has a direct effect on my fishing.

Reels that aren’t smooth transmit vibration and movement into the rod, making detecting strikes with finesse baits much more difficult. With the Johnny Morris Platinum Signature Spinning reel, the retrieve starts and ends smoothly. When fishing, this reel allows for maximum sensitivity.

The drag is great and has handled every freshwater fish I’ve put in its path with ease. Most importantly, the reel has a low startup inertia. That means when a fish takes a sudden run, the drag system engages quickly and smoothly. I’ve landed some massive drum with this reel while fishing 6-pound test.

Bass Pro (or Daiwa?) also made the Platinum Signature spinning reel very lightweight. I have been using the 3000 size. It balances well on every rod I put it on, and I hardly notice it’s there.

Truly, this reel performs just as well as some of my best Shimano spinning reels. It’s one of the smoothest reels I’ve used. The handle is large and comfortable. I’ve beaten the reel up quite a bit over the spring. It keeps trucking just like it did on day one.

I cannot stress enough how impressed I am with it, especially given the price tag. It’s one of the best bargains in fishing.

The Components of the Platinum Signature Spinning Reel

Clearly, I’m impressed with this reel. Here are some of the most important specs that make it perform at such a high level.

There are 9+1 bearings in the Johnny Morris Platinum Signature spinning reel. For those who don’t compare reels that often, that’s a lot. I don’t know the specs of every spinning reel on the market, but I would bet that’s more bearings than any reel under $200. The number of bearings directly correlates with smoothness, as bearings reduce the amount of friction between moving internal parts.

The reel’s frame is made of what Bass Pro calls a “1-piece ZN-Lite Frame.” The only further explanation provided is that it’s a carbon composite that weighs 50% less than aluminum and is 100% corrosion-resistant.

Usually, when I think of a carbon reel, I picture a cheaper, plastic-feeling reel. This is certainly not that, and I didn’t even realize the reel was carbon until looking at the specs. It’s lightweight, durable, and still looks classy.

I also appreciate that it is a one-piece reel. Most reels in this price range are constructed of numerous pieces, which aren’t as rigid and can cause the reel to flex under pressure. The single piece on the Platinum Signature reel keeps everything in line at all times.

I could go on and on about this reel’s specs, but I’ll save the time. The point is that it is constructed with high-quality components reserved for reels at a much higher price point. It oozes quality vibes.

What Could Be Better

There isn’t much to complain about with this reel, but it does come with some drawbacks. First, the reel is not fully sealed. That isn’t a huge drawback, though, as most bass fishing reels aren’t. They don’t need to be. However, if you purchased one of these for saltwater fishing, it would be wise to ensure it doesn’t end up submerged.

Although I haven’t done this, repeatedly dunking the Platinum Signature spinning reel in saltwater would likely result in complete failure over time. The drag system is water-resistant, so it will withstand splashes and occasional dunking in freshwater. Mine has been submerged in a river and has held up just fine.

I also found that the reel doesn’t wind line as evenly on the spool as some of my more expensive reels. That is a very nitpicky gripe, as it functions just fine. You won’t notice it unless you look for it.

So, Should You Buy It?

This is a resounding yes. After using it alongside a myriad of other spinning reels, I can’t say with a straight face that it’s worth spending more on a higher-priced reel.

This one performs day in and day out. It lives up to Bass Pro’s claim that it can outperform more expensive reels. The smoothness, considering the price, is impressive.

For anglers buying their first spinning reel, this reel is a perfect option. It may require a little more investment than a true budget reel, but it will last for years and provide performance reserved for those with bigger budgets. Rather than get a reel for 50-100 bucks that will eventually give you trouble, spend the money on this one and forget about it.

Even the most discerning bass anglers should see the value in this reel. Every bass guy I know has rod lockers jam-packed with setups.

Tournament anglers are always in the market for their next reel, and owning 20 different rods and reels gets expensive. The Platinum Signature lessens that blow and will perform just as well as expensive reels when a check is on the line.

I know some die-hard guys who are anti-Bass Pro gear. Curb your biases and give this reel a shot. You’ll see how good it is.

The only people I would steer in another direction would be saltwater anglers who get in the water to surfcast. There is a 4000-size reel that would be great for inshore fishing, but the lack of a seal will lead to corrosion on the internal gears of the reel. But, as long as you keep the reel out of the saltwater, it should serve you fine.

Final Thoughts on the Johnny Morris Platinum Signature Spinning Reel

Overall, I like this reel more than just about any bass fishing product I’ve used, mainly due to its performance at such a reasonable price. The Bass Pro Johnny Morris Platinum Signature Spinning Reel leaves money for those annoying adult responsibilities I mentioned, but doesn’t ask me to give up high-end performance.