Serengetee was founded in 2012 by Jeff Steitz to produce t-shirts promoting different causes and places around the world. They operate using a digital marketing model focused on social media and brand ambassadors. Brand ambassadors work for free, promoting the company through competitions and projects on platforms like Instagram and YouTube. This low-cost marketing strategy has allowed Serengetee to grow rapidly from an initial $3,000 investment to over $500,000 in sales within two years by leveraging the promotional activities of thousands of brand evangelists.