The Road to Aromas

In a year of unexpected twists, CrossFit Games athletes have been on a roller coaster ride waiting for their chance to compete for the title of Fittest on Earth. Once the competition turned to an online format, we sent camera crews to capture the stories of three of our athletes competing to qualify for the final in-person event. Injuries, closures and uncertainty had plagued the athletes this off season as they fought to keep themselves in competition form. With just weeks notice, athletes were notified of a brand new competition format with two stages. The Road to Aromas gives CrossFit fans an inside look into how the competition was held, how the Born Primitive athletes strategized each workout, and the incredible determination that is required to compete in such a brutal test of fitness.

Born Primitive - 1000 Heroes Project

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As part of our 1000 Heroes Project we wanted to honor all of the health care professionals who have sacrificed so much during the COVID-19 pandemic. They have worked long, exhausting shifts away from their families, all while exposing themselves to much risk while caring for their sick patients. Their efforts are inspiring, and they are our heroes!

Our Brand Story 2.0

We are proud of our country and what it stands for. We strive to inspire our customers by exemplifying the values of the men and women who’ve inspired us—sacrifice, honor, and the willingness to defend our freedoms at all costs. We will forever be indebted to the heroes who have made the ultimate sacrifice while down range or in the line of duty. Lest we forget.

The Paragon

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It is what you do in the shadows that will put you in the spotlight. You are the PARAGON.

The Patriot Story

Since Day 1, we always said we had to be more than just an apparel company. We have to stand for something bigger. A huge part of the Born Primitive brand is the recognition of the men and women who serve our country, both domestically and abroad. Many people take this protection for granted, but not here. We are proud to support our military and first responder communities and donate to charities who support them.

Made for the Modern Savage

“Every morning in Africa, a gazelle wakes up, it knows it must outrun the fastest lion or it will be killed. Every morning in Africa, a lion wakes up. It knows it must run faster than the slowest gazelle, or it will starve. It doesn't matter whether you're the lion or a gazelle-when the sun comes up, you'd better be running.”

Our Brand Story (The Original)

Let’s face it. Our generation has gotten soft. Too many people in modern society just want entitlements, quick thrills and instant gratification, without wanting to put in the hard work that we all know is necessary for anything truly worthwhile. Born Primitive was created for the modern savages out there who reject this notion and refuse to accept the mediocrity that society now fosters. Whether it’s at the gym or in life, our beliefs are simple. Set goals, relentlessly strive to achieve them, and never make excuses. Look people in the eye and give them a firm handshake. Your word is your bond. Throw your conventional limits out the window and realize your true potential. Born Primitive is owned and operated by an active duty military family. We are extremely grateful to those who serve or have served this great nation and are proud to support various military and first responder charities. Most importantly, we hold a special place for those who have made the ultimate sacrifice while downrange or in the line of duty. Lest we forget.

The Defy Impossible Story (Tribute to the Adaptive Training Foundation)

Our "Defy Impossible Collection" was created in direct support of the Adaptive Training Foundation, a charitable organization that empowers those with physical disabilities to transform their lives through exercise and community. Many of the adaptive athletes they support are wounded Veterans who were injured while fighting for our country. We will be DONATING 100% OF PROFITS from this collection, found at www.bornprimitive.com/defyimpossible. This is the inspirational story of two athletes who attended their training camp and embraced fitness to have a renewed sense of purpose and motivation in their lives, despite the adversity they faced. They are the true meaning of inspiration!