A cooler company has been forced to defend its 'unwavering belief in the Second Amendment' after a nasty dispute with the National Rifle Association.

Yeti is speaking out after gun rights advocates began blowing up their coolers, which can cost more than $500, after the company ended an NRA discount.

The trend to destroy Yeti coolers and tumblers became so popular among NRA members that it has been tagged the #YetiCoolerChallenge on social media.

Some chose to destroy their expensive coolers and tumblers by shooting them with guns, while one man blew up his cooler with Tannerite - a brand of explosive targets used for firearms practice.

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Yeti has been forced to defend its 'unwavering belief in the Second Amendment' after a nasty dispute with the NRA led to customers blowing up their coolers in protest

This is just one of the many Americans who filmed themselves destroying their Yeti coolers after it ended a discount program with the NRA

The problems all began when the NRA emailed its members and claimed that Yeti, which is based in Austin, suddenly wanted to cut business ties with the group.

It claimed that Yeti no longer wanted to be an NRA vendor 'and refused to say why', according to an email obtained by News4Jax.

'They will only say they will no longer sell products to the NRA Foundation. That certainly isn't sportsmanlike,' it continues.

'YETI should be ashamed. They have declined to continue helping America's young people enjoy outdoor recreational activities.'

'These activities enable them to appreciate America and enjoy our natural resources with wholesome and healthy outdoor recreational and educational programs.'

Another man showed that he had filled his Yeti cooler with Tannerite - a brand of explosive targets used for firearms practice

The man then shot his Yeti cooler, which can cost upwards of $500, and watched it explode

Problems began when the NRA emailed its members and claimed that Yeti suddenly wanted to cut business ties with the group

Yeti hit back with its own statement on Monday, saying the NRA statement was 'inaccurate' and 'nothing further from the truth'.

The cooler company claimed that, a few weeks ago, it had notified the NRA and a number of other organizations that it was eliminating 'a group of outdated discount programs'.

'When we notified the NRA foundation and the other organizations of this change, YETI explained that we were offering them an alternative customizable program broadly available to consumers and organizations, including the NRA foundation,' the statement read.

'These facts directly contradict the inaccurate statement the NRA-ILA distributed on April 20.'

The NRA claimed that Yeti no longer wanted to be an NRA vendor 'and refused to say why'. Pictured is a man who shot his Yeti tumbler

'YETI should be ashamed. They have declined to continue helping America's young people enjoy outdoor recreational activities,' the NRA said in a statement. Pictured is yet another tumbler shot up by its owner

Yeti then doubled down on its commitment to 'hunters, anglers, and the broader outdoor community'.

'From our website to our film footage and our social media posts to our ambassadors, YETI has always prominently featured hunters pursuing their passions,' the statement continues.

'Moreover, YETI is unwavering in our belief in and commitment to the Constitution of the United States and the Second Amendment.'

Meanwhile, Yeti's competitors have been quick to jump on the controversy by loudly proclaiming their own support for the NRA.

Yeti hit back with its own statement on Monday, saying the NRA statement was 'inaccurate' and 'nothing further from the truth'

Yeti, which is based in Austin, than doubled down on its commitment to 'hunters, anglers, and the broader outdoor community'.

Pelican Cooler tweeted that they were 'proud to say we support the Constitution'.

'From now until 4/30, for every Pelican Cooler purchase, we will donate $10 to the NRA + you will receive a free tumbler of your choice,' they added.

Cooler company ORCA also posted about their own support for the Second Amendment.

'Rest assured, we will continue to support our customers, our Constitution and our great country,' CEO and owner Cliff Walker wrote on Facebook.

'Thank you for your continued business and support and as a token of customer appreciation, please use code USA20 for 20% off our site until April 30th!'

Pelican Cooler jumped on the controversy, offering donations to the NRA and tweeting that they were 'proud to say we support the constitution'