YETI was founded in 2006 with the simple mission: Build the cooler we'd use every day if it existed, built for the serious outdoor enthusiast rather than coolers built out of lack-lustre materials for big-box retailers. One that could take the abuse and wear that YETI knew its user would put it throughout in the field, in the water and up in the mountains. A Cooler that simply wouldn't break. YETI decided early on that product innovations would come from necessity and firsthand experience – not market research or data analysis. YETI made the promise that they'd never sacrifice product quality for profit because having your cooler break isn't anyone idea of the perfect getaway. 

YETI found support and passion for their products in spades. Today it is the cooler of choice for outdoor enthusiasts, pro athletes, beachgoers and backyard barbecue kings alike. And that is YETI constant and ever-growing inspiration. Ultimately, life is about doing what you love, and for YETI that's about being outdoors, riding trails, shredding slopes, hunting whitetail, catching waves and spending time with family and friends. YETI is wild at heart and their coolers couldn't be anything less.