#yeticoolerchallenge: Why Are NRA Supporters Blowing Up Their Expensive Coolers?

After the lobbying arm of the NRA sent out a message saying that premium cooler brand YETI had dropped ties with the pro-gun group, members have posted videos online of themselves shooting and destroying YETI coolers along with the hashtag #YetiCoolerChallenge.

In a message sent out to members on April 20, the NRA's Institute of Legislative Action said: "Suddenly, without prior notice, YETI has declined to do business with The NRA Foundation saying they no longer wish to be an NRA vendor, and refused to say why."

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"They will only say they will no longer sell products to The NRA Foundation," the organization claimed, before saying that YETI "should be ashamed" and that they have "declined to continue helping America's young people enjoy outdoor recreational activities."

But YETI says that's not how it happened. In a statement, the company said that they had notified The NRA Foundation, along with some other organizations, that they were "eliminating a group of outdated discounting programs."

"When we notified the NRA Foundation and the other organizations of this change, YETI explained that we were offering them an alternative customization program broadly available to consumers and organizations, including the NRA Foundation," the company wrote.

YETI said that that "directly contradict[s] the inaccurate statement" put out by the NRA.

On the NRA's comment that YETI no longer wanted to promote outdoor activities for young people, YETI said "Nothing is further from the truth," and added that "YETI is unwavering in our belief in and commitment to the Constitution of the United States and its Second Amendment."

In the wake of the deadly shooting at Marjory Stoneman Douglas High School in Parkland, Florida, a number of companies cut ties and discount programs with the NRA. However much that may have harmed them, filings from the Federal Election Commission showed that March was a bumper month for the organization with donations to the National Rifle Association of America Political Victory Fund reaching $2.4m.

A request for further comment from the NRA did not receive an immediate reply. Attempts to contact YETI for further comment were unsuccessful.