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Apparel Brand Of The Driven. Veteran-Owned. 🇺🇸Supporting Those Who Serve 🔥DM us SAVAGE for 10% off 📍Flagship Store: Virginia Beach
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Recent posts
Wednesday November 11 is Veterans Day. Instead of taking the holiday off I’ve committed to wipe out $50 MILLION of medical debt for America’s veterans and I’d love YOUR help to expand that to $100 MILLION. 🇺🇸
I had custom shoes made by my friend @bearhandlon at @bornprimitive that have been the best of my life. His company has consistently donated to pay off the medical bills of veterans who come back injured. I was so touched we decided to partner along with @mat_best_official at @blackriflecoffee.
Here’s the offer: from now through Nov 11 if you buy any shoes from Born Primitive or any coffee from veteran-owned Black Rifle Coffee, 100% of the money (not a portion) will go to reduce medical debt for those who put their lives on the line for our freedom.
I’ve put up my commitment to reduce medical debt by $50M already and these organizations are vowing to match me with your help.
Think what it means to raise your hand and say “I’m going to leave my family and I’m willing to give my life for Americans I’ve never met.” What these men and women go through is indescribable. They’re prepared to make the ULTIMATE sacrifice so you and I can live free.
We owe them a debt we can never fully repay. But we can at least do this to make their life less stressful.
Last year one of our recipients, a veteran named Daniel, hit the lowest point of his life. Then our letter showed up telling him his medical debt had been paid. It was the sign he needed to keep going.
I flew Daniel out to Unleash the Power Within to awaken the strength that’s always been inside him. Together with Born Primitive and Black Rifle we surprised him & paid off his $35,000 of credit card debt. Most importantly we got him the medical care he needs for his massive migraines and brain injuries.
Nobody chooses medical debt. No one who has served this country should ever fight that battle alone.
Gratitude isn’t just something you feel. It moves you to ACTION. It’s something you DO.
Join me. Shop or donate at bornprimitive.com and blackriflecoffee.com. Only online purchases count. Leave a comment and I’ll send details.
07 Nov 2026
They've spent their lives serving others. It's time we show up for them.
Over the past two years, we've helped eliminate over $50 million in medical debt for over 25,000 Veterans and their families.
This year, we're taking the mission further.
From November 6–11, Born Primitive and Black Rifle Coffee Company are donating 100% of profits to eliminate up to $35 million in medical debt for Veterans and First Responders.
These are the people who have answered the call for others. Now it's our turn to answer the call for them.
OPERATION DEBT OF GRATITUDE | STRONGER TOGETHER
Powered by @forgiveco_pbc
06 Nov 2026
@bearhandlon shared the story of Daniel, a veteran who was on the verge of taking his own life before his medical and credit card debt was paid for through Operation Debt of Gratitude. The operation is a partnership between @blackriflecoffee and @bornprimitive. Daniel recently was surprised at a @tonyrobbins event in front of 30,000 people.
12 Nov 2026
Today, on Veterans Day, we honor the courage and sacrifice of all who have served our country.
Instead of taking the holiday off, I’ve committed up to $50 MILLION to wipe out medical debt for America’s veterans, and I’d love YOUR help to expand that to $100 MILLION. 🇺🇸
Too many of those who served come home carrying wounds we cannot see, only to find themselves drowning in medical debt. No one who served this country should ever fight that battle alone.
My friend @bearhandlon, a former Navy SEAL and the founder of @bornprimitive, made me custom shoes, and they’ve been the best shoes of my life. So I’m partnering with Bear and veteran-owned @blackriflecoffee on Operation Debt of Gratitude. I’ve committed up to $50 MILLION to wipe out medical debt for America’s veterans, and these two organizations are vowing to match me with YOUR help.
Today is the LAST DAY to join us. Shop or donate at bornprimitive.com and blackriflecoffee.com, and 100% of the money will go to reduce medical debt for those who put their lives on the line for our freedom.
Only online purchases count. Leave a comment and I’ll send you the details.
Let’s remind America’s heroes they haven’t been forgotten. To all soldiers, sailors, airmen, Marines and Coast Guardsmen: we salute you. 🙏🇺🇸
If you’re a veteran struggling right now, you’re not alone. Call or text 988 and press 1.
11 Nov 2026
This Veterans Day, we pause to honor the courage and sacrifice of all who have served our country.
Tony has committed up to $50 MILLION to wipe out medical debt for America’s veterans, and he’s asking for OUR help to expand that to $100 MILLION. 🇺🇸
Too many of our veterans come home carrying wounds no one can see, only to find themselves drowning in medical debt. Those who served this country should never have to fight that battle alone.
Tony’s friend @bearhandlon, a former Navy SEAL and the founder of @bornprimitive, made Tony custom shoes that he calls the best of his life. Now Tony is joining forces with Bear and veteran-owned @blackriflecoffee on Operation Debt of Gratitude. Tony has committed up to $50 MILLION, and these two organizations are vowing to match him with YOUR help.
Today is the LAST DAY to be part of it. Shop or donate at bornprimitive.com and blackriflecoffee.com, and 100% of the money from online purchases will go toward reducing medical debt for the heroes who put their lives on the line for our freedom.
Together, let’s show America’s heroes they haven’t been forgotten. To all soldiers, sailors, airmen, Marines and Coast Guardsmen: we salute you. 🙏🇺🇸
If you’re a veteran struggling right now, you’re not alone. Call or text 988 and press 1.
11 Nov 2026
🇺🇸BEAR HANDLON IS FIGHTING TO ELIMINATE MEDICAL DEBT FOR VETERANS AND FIRST RESPONDERS.
Bear Handlon’s company Born Primitive has partnered with Black Rifle Coffee Company to eliminate medical debt for veterans and now first responders. The campaign has already erased more than $50 million in debt for over 25,000 veterans. Handlon says it’s important to take care of those who serve our country.
11 Nov 2026
A huge thank you to @NewsNation for having us on to share the mission behind Operation Debt of Gratitude.
Over the past two years, we’ve eliminated more than $50 million in medical debt for veterans. This year, we expanded our mission to include first responders, with the goal of making an even greater impact on the men and women who protect our freedoms and keep our communities safe.
Today is the final day to make an impact. Shop at bornprimitive.com and blackriflecoffee.com through the end of Veterans Day, and 100% of profits will go toward eliminating veteran and first responder medical debt.
#OperationDebtOfGratitude
11 Nov 2026
What does it mean to have $341,702.52 of medical debt erased?
Last year, Operation Debt of Gratitude paid it off, and she’s sharing what’s happened since.
We have 48 hours left to help more people just like her. Shop online at Born Primitive and Black Rifle Coffee Company through the end of Veterans Day, and 100% of profits from your entire purchase go toward the mission.
#OperationDebtOfGratitude
Powered by @forgiveco_pbc
10 Nov 2026
“This debt has been sold a few times, so having it finally taken care of is a huge relief. Right now, I’m honestly kind of speechless. Because of Mark’s disability, he hasn’t been able to work, and we’ve had to put expenses on credit cards. We’ve accumulated quite a bit of debt and have been working hard to dig ourselves out of it. It can be really difficult to get a leg up, which is why this means so much to us.”
Over the last two years, over 25,000 veterans have received relief through Operation Debt of Gratitude.
Help us continue to change lives by shopping the cause. Through Nov. 11, Born Primitive and Black Rifle are donating 100% of profits to pay off another $35 million in medical debt for veterans and first responders.
OPERATION DEBT OF GRATITUDE | STRONGER TOGETHER
#OperationDebtofGratitude
Powered by @forgiveco_pbc
10 Nov 2026
Our veterans deserve more than just a thank you for their service 🇺🇸
We’re proud to stand alongside @bornprimitive and @blackriflecoffee for Operation Debt of Gratitude. An incredible mission to eliminate $35 MILLION in medical debt for our nation’s veterans and first responders.
From November 6–11, 100% of Born Primitive’s profits will go toward relieving medical debt for those who’ve sacrificed so much for our freedom and safety.
Visit BornPrimitive.com to shop to help us give back to those who’ve given us so much.
United we stand. God bless America! 🇺🇸 #operationdebtofgratitude
09 Nov 2026
When the government shut down, Brook was left facing even more uncertainty while already carrying the weight of a medical bill that was difficult to manage. With her next paycheck uncertain, that burden only grew heavier.
Brook’s story is a reminder of why this mission matters.
We have two days left to reach our goal and help lift the burden of medical debt from thousands of Veterans and First Responders.
100% of profits from online purchases at Born Primitive and Black Rifle Coffee Company go directly toward the cause.
#OperationDebtOfGratitude
09 Nov 2026
This Veterans Day, let’s give back to the people who have given so much to us. 🇺🇸❤️
Having two brothers who are veterans, this mission means a lot to me. I’m proud to be part of Operation Debt of Gratitude, with @bornprimitive, @blackriflecoffee, and @forgiveco_pbc, working to eliminate medical debt for veterans and first responders.
Last year, this initiative helped relieve $34 million in medical debt. This year, the goal is to surpass $35 million!
🇺🇸 SHOP November 6–11: 100% of profits from Born Primitive and Black Rifle Coffee sales go toward medical debt relief for veterans and first responders.
You can help by shopping during the campaign, donating directly through Born Primitive, or sharing this post to spread the word. LINK IN BIO.
Let’s make an impact for the people who have sacrificed so much to serve others. ❤️
#operationdebtofgratitude #bornprimitive #veteransday #supportourveterans #firstresponders
09 Nov 2026
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