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In 2006, YETI Coolers were founded, with a simple mission: build the cooler you'd use every day if it existed. One that was built for the serious outdoor enthusiast. One that could take the abuse you knew you'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. Today, YETI products perform when it matters most - whether that be an excursion into the remote Alaskan wilderness, chasing wild Atlantic Salmon in the heart of the Scottish highlands or just getting together with friends in the backyard.