YETI Coolers was founded in 2006 with a simple mission: to build the cooler you would use every day, if it really existed. One made for the discerning outdoor enthusiast. One that would stand up to whatever challenges it faces in the wild and on the water. One that just wouldn't break. The founders decided early on that product innovation would come from necessity and first-hand experience - not from market research and data analysis. Today, YETI products show their skills when it matters most—whether it's a trip into the remote Alaskan wilderness, redfish fishing on the Gulf Coast, or simply meeting friends in the backyard.