YETI® Coolers was founded with one simple mission: build the cooler you could use every day if it existed. One that was built for the serious outdoor enthusiast rather than for the mass-discount retailers. One that could take the abuse 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. Yeti never sacrifices 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.