YETI Reimagines Iconic Logo as Badge for Every Kind of Devotion

When YETI first started selling coolers for serious outdoorspeople, every order came with a limited YETI ball cap. And when you saw someone wearing those four letters, you knew that they knew that you knew they were serious about what they love. As the brand has expanded, so too have the communities that use their products.

With its new brand platform, FOUR Letters, YETI, in collaboration with Wieden+Kennedy Portland, has tapped into the spirit of its early days while also showing how the brand has grown far beyond the outdoors into sports, culinary, surf, skate, and countless other pursuits. Through it all, the meaning hasn’t gotten more complicated. If anything, it’s gotten simpler.

Because those who FISH don’t need a reason beyond FISH. Those who BALL don’t explain BALL. The same goes for RACE, COOK, RIDE, HUNT, and whatever else you’re all in on.

By replacing the YETI logo with rotating four-letter words, the new platform turns the YETI logo into a badge, flexible enough to represent anyone with a relentless drive to chase what they love.

The campaign features four films made entirely with found footage and primarily sourced from YETI’s robust ambassador community. The anthem film takes viewers through the world of YETI, one four-letter word at a time. It’s a ride of emotion driven by something simple. Almost primal. Four-letter words that keep you guessing at every turn.

Beyond the anthem film, the brand also celebrates specific communities by highlighting ambassadors Kimi Werner, David Mangum, and Tootsie Tomanetz. These films will roll out after the anthem and show how YETI can be a badge for any passion, celebrating the diverse communities who see themselves in the brand. The films were edited by Dan Sherwan, Grayson Chaney, and Zoe Craft, coloured by Daniel De Vue, with animation by Pariah.

The campaign will also feature OOH rolling out on May 11 in highly populated metros like LA, including Crypto Arena, and NYC, including Penn Station. It will also surround major sporting events, including the NCAA College World Series, the World Cup, the WNBA Commissioner Cup, the NCAA D1 Women’s Lacrosse Championship, and the PGA Championships. Mobile billboards showcasing iconic YETI coolers with the logo badge replaced by four-letter words specific to each event will also make an appearance.

Additionally, the platform will roll out across retail stores nationwide and customers will receive one of these stickers with all purchases for a limited time.