In a surprising move, the popular cooler making company YETI has announced it will be cutting ties with the National Rifle Association.

From The NRA Foundation: “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. 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."

The move is even more bizarre when YETI has actively promoted activities involving guns such as duck hunting in a series known as "Dr. Duck."

Many sportsmen are utterly perplexed by the decision.

If true that YETI isn’t doing business with NRA Foundation anymore, they are about to lose much of their sportsmen clientele. That’s bad optics. What gives?! — Gabriella Hoffman (@Gabby_Hoffman) April 22, 2018

YETI coolers is cutting ties with the NRA.



Talk about not knowing your customer base! It’s suicide for @YETICoolers.



That’s fine, let YETI try & get their money from the millennial communists who refuse to pay for jack & expect everything to be given to them. — Tyler Zed (@TyEducatingLibs) April 22, 2018

Yeti Coolers dropping its relationship with the @NRA is mind-boggling.



Everybody I know that owns a Yeti also owns a gun, and many of them are NRA members. This move doesn’t make sense at all. pic.twitter.com/ARsZIHikA2 — David Hookstead (@dhookstead) April 22, 2018

I think I know a fair share of people who will be upset with this move by YETI and #boycottYetiCoolers https://t.co/g340L3cjlh — Curtis Houck (@CurtisHouck) April 22, 2018

YETI joins several other companies who have boycotted the NRA after massive anti-gun protests swept the nation in response to the Parkland shooting.