In 2006, YETI® Coolers was founded by brothers Roy and Ryan Seiders, with a simple mission: build the cooler they’d use every day if it existed. One that was built for the serious outdoor enthusiast. One that could take the abuse they knew they’d put it through out in the field and on the water. One that simply wouldn’t break. They decided early on 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.