Backbone and YETI chose to connect the YETI DNA with Bleacher Report’s social community. Like YETI, B/R is focused on engaging fans through incredible stories with a human element. YETI and B/R achieved this goal by following NFL stars on their days off, highlighting their outdoor pursuits off the football field.

By combining B/R’s storytelling and connection to sports with YETI’s product and brand attributes, we engaged with the B/R audience and broadened YETI’s reach beyond the sportsman-focused target.