Veterans Day: Born Primitive and Black Rifle Coffee Company to Honor American Heroes with a Goal of Eliminating $35M in Medical Debt

Building on more than $50 million in medical debt relief to date, Operation Debt of Gratitude sets its biggest goal yet: 100% of online profits November 6 through 11 will clear debt for an estimated 20,000 veterans and first responders through ForgiveCo

VIRGINIA BEACH, Va., Nov. 4, 2026 /PRNewswire/ -- This Veterans Day, Born Primitive and Black Rifle Coffee Company are united in their goal to eliminate up to $35 million in medical debt for an estimated 20,000 of America's military veterans and first responders. Operation Debt of Gratitude (ODG), the veteran medical debt relief campaign Born Primitive started in 2024, has grown from one brand's Veterans Day pledge into a nationwide effort backed by two veteran founded companies. This year, for the first time and in honor of America's 250th anniversary, the campaign extends debt relief to first responders.

From November 6 through 11, Born Primitive and Black Rifle Coffee Company will donate 100% of their online profits to the effort (up to $35 million in total debt relief), and partner ForgiveCo will use those funds to wipe out qualifying medical debt. Since 2024, the campaign has erased more than $50 million in medical debt for more than 25,000 veterans. If this year's goal is met, that total will surpass $85 million.

"No matter where or how someone served, their service shouldn't end in a battle with medical bills here at home," said Bear Handlon, cofounder and CEO of Born Primitive and former Navy SEAL. "No one wakes up and just decides to have medical debt. It is usually an unforeseen life event that can have devastating consequences. That is why we are so passionate about this cause. Over the past two years, our community has shown that this is a problem we can actually solve, one balance at a time. Operation Debt of Gratitude has momentum now, and we intend to keep it going."

"Our veterans and first responders have spent their lives showing up for others," said Mat Best, Co Founder and Chief Creative Officer of Black Rifle Coffee Company. "We believe it's important to show up for them, too. Medical debt is a burden no one should have to carry, especially those who've sacrificed so much in service to others. At Black Rifle Coffee, supporting this community has always been about more than words and our customers are a big part of making that possible. Every day, they're helping us turn our mission into meaningful impact for the people who've served."

One in four young veterans in a Consumer Financial Protection Bureau study had medical debt in collections. Separately, CDC research found that 11.5% of veterans ages 25 to 64 were very worried about their ability to pay medical bills if they became sick or were injured. These findings underscore the financial challenges that medical costs can pose for veterans, even after their service ends.

Mara C., a U.S. Army veteran and Gold Star spouse from Denver, knows that battle well. After losing her husband and fellow veteran in Iraq and then surviving a car accident, she carried $341,702 in medical debt. Last year's campaign cleared all of it.

"I don't think I can ever fully put into words what that moment did for me," said Mara C. "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."

Mara is one of tens of thousands of veterans across the country who have received medical debt relief through the campaign. In 2024, Born Primitive erased $11 million for nearly 6,000 veterans. In 2025, joined by Black Rifle Coffee Company, the campaign set out to erase $25 million and finished at $35 million. In June 2026, the campaign cleared an additional $5 million, bringing the total to date to $51 million.

Operation Debt of Gratitude is a campaign that coordinates with ForgiveCo, a public benefit corporation, which identifies and verifies qualifying medical debt, purchases it, and permanently forgives it, bringing each recipient's balance to $0. Recipients are selected at random from those whose debt qualifies. There is no application, and each veteran or first responder learns of the relief by letter. Recipients with questions about their letter can contact the Operation Debt of Gratitude team at www.operationdebtofgratitude.org.

"Every year, we hear from veterans who tell us that the letter arrived at their lowest moment and gave them a reason to keep going. Behind every balance we forgive is a veteran or first responder who never had to ask for help to receive it," said Erik Antico, President of ForgiveCo. "Medical debt doesn't just sit on a credit report. It follows people into every decision they make about their health, their families and their futures. Every dollar erased is a thank you these recipients can actually feel, and Operation Debt of Gratitude puts that idea right in its name."

To take part and support Operation Debt of Gratitude, shop online at Born Primitive or Black Rifle Coffee Company from November 6 through 11. Only online purchases at bornprimitive.com and blackriflecoffee.com count toward the campaign; in store and retail purchases are not included. Supporters can also donate directly, with every dollar paying off $50 in qualifying medical debt. For more information or to donate, visit www.operationdebtofgratitude.org.

About Born Primitive: Born Primitive is a premium apparel and footwear brand that equips athletes, professionals, sportsmen, first responders, and everyday individuals to relentlessly pursue their best. Headquartered in Virginia Beach, Virginia, the company was founded in 2014 by former Navy SEAL Lieutenant Bear Handlon and cofounder Mallory Riley. Today, Born Primitive designs products across athletic, lifestyle, tactical, outdoor, and workwear categories and has generated more than $50 million in impact for veterans, first responders, small businesses, and communities in need. To learn more, visit BornPrimitive.com.

About Black Rifle Coffee Company: Black Rifle Coffee Company (BRCC) is a mission driven coffee company founded in 2014 by former Green Beret Evan Hafer. Built by veterans for those who love America, BRCC offers premium small batch coffee and boldly celebrates freedom, service, and country. Through every bag of coffee sold, BRCC invests in initiatives that uplift veterans, active duty military, and first responders. With a nationwide following and expanding retail presence, BRCC is redefining what it means to serve after service. Visit www.blackriflecoffee.com to learn more.

About ForgiveCo: ForgiveCo provides business advisory services to corporations for acquisition, administration, and cancellation of consumer debt, alongside advisory services in branding, goodwill creation, and bulk debt management, "Transforming debt into goodwill™." They amplify a brand's equity by erasing billions of dollars of debt for millions of people, activating community and hope in individuals. To learn more, please visit: www.forgiveco.com.

SOURCE Born Primitive