YETI Holdings, Inc.

All right, next up, we are excited to have a unique consumer brand that I'm sure needs no introduction for its innovative outdoor products. To help us understand how the company continues to evolve, we're excited to have CEO Matt Reintjes as well as CFO Mike McMullen. Thanks for joining us today. I'm going to start off on product innovation, and you've described the strategy as being anchored on this. So can you just step back and frame how your product innovation innovation has evolved, and also what you see as the next key growth drivers as we look out, not over next year, but maybe over the next three to five years.

Yeah, and thanks for having us. Excited to be here. I would say product's where we began. I mean, the brand has really emerged because of the product, and it's been a focus from the very beginning. Yeti started in 2006, so going on 20 years. It really focused on driving innovation durability, performance, and design and product. And so we think about that filter and what we apply it to. You know, we just fell into 20 years ago into this hard cooler business, but where we are today and you think about a business that's diversified across a wide range of drinkware, the movement into bags and the expansion we've had in soft cooler bags, our legacy hard coolers that continue to drive innovation there. And then something else we're excited about is this growth in protective storage organization cases that provide, you know, all those things have this element of durability performance and design in them. And then the brand has really been built around that promise and that ethos.

And so maybe a follow-up there, which, I guess, which of those categories are you seeing as maybe the biggest drivers from here? Is it truly more balanced? Are there any that have higher returns than others as you look across the portfolio?