The battle between supporters of the National Rifle Association and outdoor company YETI is heating up.

Supporters of the gun rights group have shared videos of them destroying YETI coolers, the Washington Post reported. The actions come after the NRA sent an email to supporters alleging Texas-based YETI cuts its ties with the group.

"Suddenly, without prior notice, YETI has declined to do business with The NRA Foundation saying they no longer wish to be an NRA vendor, and refused to say why. 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," the email said.

"When we notified the NRA Foundation and the other organizations of this change, YETI explained we were offering them an alternative customization program broadly available to consumers and organizations, including the NRA Foundation.

"These facts directly contradict the inaccurate statement the NRA-ILA distributed," YETI added.

That hasn't stopped the online backlash, however.

A video with the title "YETI Cooler Challenge" shows armed people blasting their coolers.

Outrage is also spilling over onto YETI's Facebook page.

"Companies getting into politics and the alienating 50 percent of their customer base. But Yeti put the icing on the cake alienating 75 percent plus of its customer base," one commenter said.

Groups such as Enterprise, Hertz, Alamo, MetLife, Delta Airlines and United Airlines have cut ties with the firearms group in recent weeks in the wake of the deadly Feb. 14 shooting at a high school in Parkland, Florida.