Yeti exists because two Texas anglers kept destroying their coolers.
Brothers Roy and Ryan Seiders, Texas anglers, were sick of $30 coolers cracking on the job. In 2006 they began selling one tough enough for real use, at $300, ten times the competition. Instead of Walmart and Target, it went through tackle and hardware shops to the hunters and guides who tried it. Yeti now brings in roughly $1.9 billion a year.
Yeti on Brandseum