In 2006 Yeti Coolers was founded with a simple mission: It was to build the cooler you would use every day if it existed. One built for the serious outdoor enthusiast, not the mass discount retailer. One that can withstand the rigors you would put it through in the field and on the water. One that simply wouldn't break. Yeti Coolers decided early on that product innovation would come from necessity and first-hand experience - not market research and data analysis. Today, YETI products perform what matters most - whether it's a trip to the remote Alaskan wilderness, hunting for redfish on the Gulf Coast, or meeting friends in the backyard.