In 2006, YETI was founded with a simple mission: build a cooler to be used every day if it existed. One that was built for the serious outdoor enthusiast rather than for the mass-discount retailers. One who could take the abuse knew it would go throughout the field and on the water. One that wouldn't break. They decided early that product innovation would come from necessity and firsthand experience-not from market research and data analysis. Today, YETI products perform when it matters most - whether that be an excursion into the remote Alaskan wilderness, chasing redfish on the Gulf coast, or just getting together with friends in the backyard.