#United States #Veterans Day #Virginia Beach #Born Primitive #Black Rifle

A Collaborative Effort to Alleviate Medical Debt

This Veterans Day, Born Primitive and Black Rifle Coffee Company have united to make a significant impact by offering financial relief to veterans and first responders across the nation. Both companies are committed to erasing up to $35 million in medical debt, extending their campaign through an initiative known as Operation Debt of Gratitude (ODG). This year’s efforts mark a vibrant expansion of a mission initiated by Born Primitive in 2024, which has already successfully cleared over $50 million in medical debt for thousands of deserving individuals.

From November 6 to 11, the companies will donate 100% of their online profits to support this noble cause, reinforcing their commitment to veterans who have sacrificed so much for their country. Partnering with ForgiveCo, these funds will directly target qualifying medical debt that burdens approximately 20,000 veterans and first responders. This initiative signifies a momentous step forward as it broadens the scope of relief to first responders, paying tribute to Americans' service at a time when the nation celebrates its 250th anniversary.

Bear Handlon, the cofounder and CEO of Born Primitive, who also served as a Navy SEAL, emphasized that the purpose of this initiative is to alleviate the financial strain that often follows those who have served. “No matter where or how someone served, their service shouldn't end in a battle with medical bills here at home,” Handlon remarked. The realities facing veterans can often involve unexpected medical expenses that can become a heavy burden, and this campaign seeks to alleviate this ongoing struggle.

Black Rifle Coffee Company's co-founder, Mat Best, echoed these sentiments, highlighting the importance of acknowledging and supporting those who have dedicated their lives to service. “Medical debt is a burden no one should have to carry, especially those who've sacrificed so much in service to others,” said Best, reinforcing the idea that the mission extends beyond mere words; it is about making a tangible difference through the contributions of customers supporting their brands.

The ongoing need for such initiatives is evident in recent studies. For instance, a report from the Consumer Financial Protection Bureau disclosed that one in every four young veterans is grappling with medical debt that has entered collections. In a related concern, a CDC survey found that a significant percentage of veterans aged 25 to 64 expressed significant anxiety regarding their ability to manage medical expenses upon becoming ill or injured. This reality underscores the pressing financial challenges that medical costs pose to those who once served the country.

One poignant example of the campaign's impact is the story of Mara C., a U.S. Army veteran from Denver, who has faced a daunting battle with medical expenses following the loss of her husband, also a veteran. After enduring a harrowing car accident herself, she was left with an overwhelming $341,702 in medical debt. The relief she found through last year’s campaign changed her life profoundly — a transformative experience that spoke to more than just financial recovery. “It wasn't just financial. It was like someone reached into the exhaustion I'd been carrying and said you don’t have to carry this alone anymore,” she shared. Her testimony is a powerful reminder of how Operation Debt of Gratitude can lift the weight of despair, giving recipients a newfound chance at a brighter future.

Through the years, Born Primitive's medical debt eradication initiatives achieved sweeping success, moving from $11 million in aid for nearly 6,000 veterans in 2024 to clearing $35 million in debt by 2025, alongside Black Rifle Coffee Company's growing partnership. As of June 2026, the campaign celebrated a cumulative clearance of $51 million in medical debt, indicating a momentum that continues to surge.

Operation Debt of Gratitude is officially coordinated with ForgiveCo, a public benefit entity that identifies, purchases, and forgives eligible medical debts, bringing hopeful relief to recipients. Notably, these individuals are randomly selected from a pool of eligible candidates, and each is informed of their debt relief through a letter. Recipients do not need to apply, ensuring an unobtrusive and compassionate approach to assistance. Erik Antico, President of ForgiveCo, encapsulates the spirit of this mission beautifully: “Behind every balance we forgive is a veteran or first responder who never had to ask for help to receive it.”

To contribute and support this remarkable cause, individuals can participate by shopping online at Born Primitive or Black Rifle Coffee Company between November 6 and 11. Purchases made via www.bornprimitive.com and www.blackriflecoffee.com directly influence the campaign, although brick-and-mortar purchases do not count toward the fundraising goal. Those wishing to offer additional support are encouraged to make direct donations, where every dollar contributes to the pay-off of $50 in qualifying medical debt.

For more details about this incredible campaign or to make a donation, please visit www.operationdebtofgratitude.org.

About Born Primitive: Established by former Navy SEAL Bear Handlon in 2014, Born Primitive is a premium apparel and footwear brand committed to serving athletes and everyday individuals alike. Headquartered in Virginia Beach, Virginia, the company has produced over $50 million in positive impact supporting veterans and communities in need.

About Black Rifle Coffee Company: Founded in 2014 by veteran Evan Hafer, Black Rifle Coffee Company champions freedom and elevates the experience of coffee by supporting the military community with every purchase. A participating partner in various supportive initiatives, BRCC is redefining service beyond military duty, investing in veterans' initiatives across the nation.

About ForgiveCo: This organization specializes in managing consumer debt and transforming it into goodwill, offering a fresh approach to financial challenges experienced by countless individuals.