In parallel with the launch of YETI’s newest product – the Roadie® 24 Cooler – Group Therapy sent a new cooler to select artists to customize with their autograph, song lyrics, a message of hope, artwork, etc. Those coolers were then sold in an online silent auction with 100% of the net proceeds going to the Crew Nation Global Relief Fund, and ultimately, the hardworking crew members and their families. With the help of artists like Billie Eilish, Green Day, Shepard Fairey, Eric Church, Beastie Boys, Brandi Carlile and many others, the campaign raised a total of $300k for Crew Nation Relief Fund and generated more than 17MM impressions and 3x the average daily profile views for YETI’s IG account.