In 2006 YETI® was founded with a simple mission: build the cooler that could withstand the day to day abuse. One that was built for the serious outdoor enthusiast rather than for the mass-discount retailers. One that could take the abuse we knew we’d put it through out in the field and on the water. One that simply wouldn’t break. YETI decided early on that product innovation would come from necessity and firsthand experience — not from market research and data analysis, and would never sacrifice quality for a few extra bucks. Because having your cooler’s lid cave in when using it as a casting platform should never be part of anyone’s fishing trip.