YETI is a premium outdoor brand that designs, markets, and distributes rugged gear and accessories under the YETI brand. The company offers hard and soft coolers, drinkware, storage and transport products, outdoor living gear, apparel, and related accessories, including Rambler drinkware and Tundra and Roadie coolers. Founded in 2006 and headquartered in Austin, Texas, it sells through independent retailers such as outdoor specialty, hardware, sporting goods, and farm and ranch supply stores, as well as directly via its website. It operates in the United States, Canada, Australia, New Zealand, Europe, Hong Kong, China, Singapore, and Japan. The business emphasizes durability and performance for activities like fishing, hunting, camping, and tailgating, and positions itself with a Built for the Wild ethos.