The Yeti brand was built on obsession. When brothers Roy and Ryan Seiders founded the company 20 years ago, they were trying to solve a very specific problem: how to build a cooler that could survive the harsh conditions of fishing on the Texas coast.
The result was an overbuilt, premium product that quickly became a favorite among Gulf Coast fishermen.
Yeti’s creative and brand leaders, Shane Heggerty and Austin McKenna, claim that early obsession is the foundation of the brand.
“The brand is strong because you want to use the product. That is why the brand is as big as it is, not because people say it’s cool, it’s because the product built the brand,” Shane says.
