Yeti’s Latest Bold Release Is Inspired by a Once-in-a-Lifetime Trip

We’ve seen purple hues from the premium outdoor outfitter before, but Ultramarine Violet is easily the brand’s most compelling take on the shade yet.

A Yeti hooper back pack cooler shown in a purplish blue color called Ultramarine. The background is a blueish purplish coral reef pattern

By Ben Bowers

Published March 14, 2025

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Updated March 14, 2025

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You’d think that after years of covering Yeti product releases, we’d start to find the outdoor outfitter and travel brands’ moves predictable. And yet, when we think we’ve figured out the company’s M.O., it throws in a curveball.

Meet Ultramarine Violet

A small Yeti hard cooler in Ultramarine purple being handed to a person standing on a dive boat wearing a wetsuit. The person handing the cooler is also wearing a wetsuit and standing on another boat. — The new Ultramarine Violet color is inspired by the hues of the Great Barrier Reef

After a year of new color releases (and cult favorite re-releases) that felt distinctly tied to adventurous life in the U.S., the brand’s new Ultramarine Violet draws inspiration from much further afield – specifically from one of the seven natural wonders of the world – the Great Barrier Reef off the coast of Queensland, Australia.

A series of Yeti products in Ultramarine Violet shown illustrated sitting on the bottom of the ocean floor surrounded by coral — A little online sleuthing suggests that specific purple shades of Pocillopora coral might’ve been the natural inspiration for Yeti’s Ultramarine Violet shade.

It’s a bucket list destination for divers, snorkelers, and anyone else inspired by the magic of the ocean. As such, we hope the individuals shown in the series’ promotional and video assets are actual Yeti staffers who somehow got to go on the trip of a lifetime, all on the company’s dime.

Purplish Blue? Or Blueish Purple?

The color looks much more purple on Yeti products with silver/stainless steel trim.

Yeti

Unlike more recent color releases like the Firefly Yellow collection, which we called Yeti’s “boldest yet, and it’s not even close,” Ultramarine Violet appears to possess some color-shifting qualities depending on the light.

It skews most toward bright purple without a doubt, but compared to previous purplish colors from Yeti like Cosmic Lilac, Peak Purple and Nordic Purple, Ultramarine Violet can look far more blue, especially when shown in shadow, which is admittedly cool.

We weren’t in the room with Yeti’s designers, nor are we coral reef experts, but a little online sleuthing suggests that Purple Pocillopara coral might’ve been the true natural inspiration for this vibrant Ultramarine Violet shade.

The Color Is Available Now on Over 60 Yeti Products

A young boy in Quicksilver wetsuit with blonde hair holding a Yeti water bottle in Ultramarine purple sitting next to an older women also wearing diving gear. The women's face isn't visible. The boys face is turned and shown smiling looking to the left of the image. — Yeti’s is offering the new color on over 60 different products, many of which can be further customized for an extra fee.

As of publication, Yeti is already selling a wide array of items in Ultramarine Violet, but only to Yeti account holders. That said, creating a Yeti account is free and something anyone can sign up for at any moment.

This is typical for the brand these days, and if the past is any indication, we expect the collection to be available to all in the coming days. It should also crop up in Yeti retail partners shortly if it isn’t already on shelves.

Below are few items we think look particularly sharp in the new color – it looks especially good on products with black detailing – but you can check out the entire collection here.