Born Primitive and Black Rifle Coffee aim to eliminate $35 million in veterans' medical debt

CrossFit apparel label Born Primitive is well known for its involvement with the military community. This Veterans Day weekend, the company is teaming up with Black Rifle Coffee to pursue a remarkable goal: eliminating no less than 35 million dollars in medical debt.

The campaign targets approximately 20,000 veterans and first responders struggling with unpaid medical bills. Those who want to contribute can also donate directly to the initiative.

Born Primitive started as a small brand with strong roots in the CrossFit and defense community. That background makes this collaboration unsurprising, but its scale is another matter.

Whether the target of $35 million is actually reached depends on the response this weekend.