"Here's the famous YETI," he said of the high-end ice chest. He then opened the top of the cooler, revealing a duct-taped cardboard box.
"There's the famous 22 pounds of Tannerite," he said, referring to the explosives often used for firearms practice. "This YETI ain't ready."
After his friends drove the cooler to the middle of the field, Atkinson got down on one knee, readied his rifle and fired. With a resounding boom, the remains of the cooler exploded into the air.
"(If) YETI can't stand behind the NRA, I ain't standing behind YETI no more," he said in the video.
The stunt, posted online Monday, is just one of a number of instances of National Rifle Association supporters destroying their YETI-branded coolers, mugs and related products in recent days amid a controversy over the company's perceived lack of support for gun owners.
Why NRA supporters are mad
YETI products are popular among those who love the outdoors and a cool (or hot) drink, making them a favorite with hunters, fishermen, campers and tailgaters.
Most of the company's coolers sell for hundreds of dollars, and the most expensive option costs $1,300.
"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," Hammer wrote.
