So Yeti makes an innovative cooler that keeps shit cold forever… and they do it with this great marketing that creates a sort of “market cult” amongst outdoor people. They then parlay that success into a line of expensive mugs and bottles that do their job really well and introduces their brand to everyday people – even if they aren’t into the outdoors.

So, what’s next? Feels like Yeti has been trying to get into as many markets as they possibly can using materials and technology they know. Their latest aim appears to be the Overland guys. It fits…

This is the GoBox 15. Essentially, it’s a $125 plastic Ammo Box.