YETI has some big plans for the next few years.
At its 2026 Investor Day in Austin, Texas, the company laid out a long term strategy focused on growing sales, expanding its product lineup, increasing business outside the United States and generating more free cash flow.
YETI finished 2025 with $1.9 billion in net sales, compared with about $800 million in 2018 when the company went public.
For skateboarding, there is another part of the YETI story worth watching.
The cooler and drinkware company has been building a growing roster of ambassadors from different corners of outdoor culture, including professional skateboarder Nora Vasconcellos.
YETI has featured Vasconcellos in its own content and lists her as one of its ambassadors.
Vasconcellos recently appeared in her latest video part, “Gilda,” released through Thrasher. The part features skating in Europe, Las Vegas and the Bay Area and came alongside a new Thrasher cover.
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Supporting someone like Vasconcellos puts the brand in front of skateboarding audiences in a way that goes beyond simply putting a logo on a product.
Vasconcellos has been part of professional skateboarding for years. She became a pro for Welcome Skateboards, joined adidas Skateboarding and became the first woman to receive and design an adidas signature pro skate shoe.
She has also worked with Skate Like a Girl and continued combining skateboarding with her artwork.
YETI has incorporated those parts of her career into its own storytelling.
The company has featured her experiences growing up skating in rural Massachusetts as well as her involvement with a Skate Like a Girl youth camp in California.
That approach fits into YETI's wider ambassador strategy.
The company said it works with 218 ambassadors around the world and appears at roughly 450 events each year. It also sells through about 8,000 specialty doors globally.
Skateboarding is one part of that network, but it gives YETI access to a community that may not necessarily associate the company only with fishing, camping or outdoor recreation.
Vasconcellos also represents the kind of customer YETI can reach as it expands beyond its traditional cooler and drinkware business.
The company has identified bags and soft coolers as its next $1 billion product platform. That business grew from $130 million in 2018 to $390 million in 2025, and YETI expects it to reach approximately $700 million by 2030, with the $1 billion level coming after that.
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The lineup includes everyday bags, travel bags and pursuit bags. Travel is expected to be the fastest growing segment through 2030, with annual growth projected in the low 40 percent range.
That gives YETI more products that fit into everyday life, travel and activities away from home. For a skateboarder heading to a session, traveling for a video project or spending a day at a skatepark, a backpack or duffel can make more sense than a traditional cooler.
YETI's own research found that 90 percent of its existing consumers are interested in buying a bag from the company, giving the category a large audience before it even reaches new customers.
The company is also looking far beyond the United States.
International sales grew from $20 million in 2018 to $390 million in 2025. YETI is targeting approximately $1 billion in international sales by 2030, with business outside the United States expected to represent 30 to 35 percent of total sales.
Australia is one example of how the company has built its international business. YETI developed ecommerce, expanded premium dealer distribution and connected with fishing and surfing communities before growing to more than 850 wholesale doors.
Europe represents another large opportunity. YETI said it has activated around 1,500 of roughly 25,000 relevant European doors, leaving considerable room for additional distribution. The company expects European sales to increase from $80 million in 2025 to $350 million in 2030.
Asia Pacific is expected to grow from $150 million in 2025 to $380 million over the same period, with YETI planning to expand from four markets to more than 11.
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Skateboarding fits naturally into that international strategy because it already has established communities across North America, Europe, Australia and Asia. A pro like Vasconcellos gives the company an authentic connection to one of those audiences while remaining part of a much larger brand strategy.
YETI is not saying skateboarding will deliver its next billion dollars. The company's financial presentation was focused on broader product expansion, international sales and profitability.
But the company is clearly looking for more places to connect with consumers.
Its ambassador roster already includes people from surfing, golf and other outdoor communities. Vasconcellos brings professional skateboarding into that mix, with “Gilda” providing a fresh example of the relationship.
The result is a brand that is gradually showing up in more parts of skate culture while building a much larger business around the products it already sells and the categories it plans to develop next.