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YETI coolers wildly misjudges its customers, goes to war with NRA. Things are literally exploding.

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YETI Coolers has been facing backlash since severing its ties with the NRA and its competitor just schooled the cooler-maker on the Second Amendment.

RTIC Coolers responded to the controversy over YETI’s move to break from the National Rifle Association with a post on Facebook featuring the text of the Second Amendment.

Apparently RTIC has a clue when it comes to understanding its customers and may even see YETI’s exit as a boon to their their own sales.

YETI Coolers defended its “unwavering belief and commitment” to the Second Amendment on Monday in a statement following an NRA email that slammed the Austin-based company for its decision to “suddenly, without prior notice” cut ties with the NRA Foundation, Fox News reported.

“For years YETI Coolers have been a hot item for sportsmen at the Friends of NRA Foundation Banquet and Auction events around the country,” the NRA email read. “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. They will only say they will no longer sell products to The NRA Foundation. That certainly isn’t sportsmanlike. In fact, YETI should be ashamed.”

YETI fired back, accusing the NRA of lying with “inaccurate statements,” and claiming it notified the organization a few weeks ago that it was “eliminating a group of outdated discounting programs.”

“When we notified the NRA Foundation and the other organizations about this change, Yeti explained that we were offering them an alternative customization program broadly available to consumers and organizations, including the NRA Foundation,” the statement read. “These facts directly contradict the inaccurate statement the (NRA) distributed on April 20.”

But it seems the 10-year-old company is now in full damage control, having seemingly misjudged its own customers, many of whom did not believe its statement.

A company with products catering to many who like the outdoor sporting life, which includes hunting, should probably have thought twice before deciding not to do business with an organization like the NRA.

And while other companies have made their politically correct decisions to end their relationships with the NRA in the wake of the Florida school shooting, conservative consumers have proven again and again that they will gladly take their business – and their loyalty – to companies which respect the U.S. Constitution.

The comments sections of YETI’s posts on Facebook and Twitter were filled with brutal responses and even a #YetiCoolerChallenge hashtag encouraging people to blow up their coolers.

Frieda Powers

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