Virginia Beach-based brand continues mission to eliminate $50M in medical debt for veterans and first responders

VIRGINIA BEACH, Va., Sept. 3, 2026 /PRNewswire/ — On September 4th, Born Primitive is launching a limited-edition commemorative version of its Savage 1 training shoe, created to honor the service, sacrifice, and resilience of America’s first responders while raising funds to eliminate outstanding medical debt for veterans and first responders.

Released in recognition of the 25th anniversary of September 11, the special-edition shoe serves as a tribute to the individuals who responded in a moment of national crisis and to the spirit of unity that followed. 100% of profits from the shoe will support Born Primitive’s ongoing mission to eliminate $50 million in veteran and first responder medical debt in 2026 through its partnership with ForgiveCo and Black Rifle Coffee Company.

“We have a responsibility to care for those who protect our country and our communities,” said Bear Handlon, founder of Born Primitive and former Navy SEAL. “This shoe is one small way to honor the service and sacrifice of first responders while supporting a cause that directly impacts the lives of those who continue to answer the call every day. More than commemorating a moment in history, we wanted this design to reflect the resilience, courage, and unity that Americans demonstrated in the days and months that followed.”

The design incorporates a series of subtle commemorative elements intended to honor the courage, sacrifice, and resilience displayed by first responders and Americans in the aftermath of September 11. Red and blue accents pay tribute to firefighters and law enforcement officers, while the phrase “NEVER FORGET” serves as a reminder of the importance of remembrance. Additional design details reference locations connected to that day and the spirit of unity that followed.

The release represents the latest chapter in Born Primitive’s broader commitment to supporting veterans, first responders, and their families. In the past 2 years alone, Born Primitive has already eliminated over $51 million in medical debt for over 25,000 veterans with the help of Black Rifle Coffee Company. Additionally, they have donated over $2 million to various charities with an emphasis on supporting the military and first responder communities.

This is not the first time Born Primitive has used a commemorative footwear release to support those who serve. In 2024, the company launched a limited-edition Savage 1 honoring the 80th anniversary of the D-Day landings, the profits of which helped fund over 50 WWII Veterans’ return to Normandy, France via the Best Defense Foundation. The response reinforced the company’s belief that thoughtfully designed products can preserve important stories while creating meaningful support for the communities connected to them.

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 Co-Founder Mallory Riley. Today, Born Primitive designs footwear and apparel products across athletic, lifestyle, tactical, outdoor, and workwear categories and has generated more than $51 million in impact for veterans, first responders, small businesses, and communities in need. To learn more, visit BornPrimitive.com.

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SOURCE Born Primitive LLC