Born Primitive

Born Primitive

Direct-to-consumer athletic apparel and footwear

Overview

Born Primitive is a direct-to-consumer athletic apparel brand that designs, manufactures, and sells workout and lifestyle clothing, footwear, and related gear online. It began with padded compression shorts for CrossFit lifts and has grown to over 1,200 items across men’s and women’s lines, including athleisure, swimwear, maternity, denim, and a Savage 1 cross-trainer. The company emphasizes its military, veteran, and first-responder connections, with a workforce largely made up of veterans and charitable support for related causes. Its goal is to provide durable, high-performance apparel for athletes and outdoor enthusiasts while expanding into adjacent markets like outdoor recreation and tactical gear and growing its direct-to-consumer business.

About Born Primitive

Simplify's Rating
Why Born Primitive is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Industrial & Manufacturing

Social Impact

Design

Consumer Goods

Company Size

N/A

Company Stage

N/A

Total Funding

N/A

Headquarters

N/A

Founded

N/A

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Simplify's Take

What believers are saying

  • Tactical line exploits high-margin military vertical prioritizing durability over trends.
  • Born Primitive Outdoor taps $3.2B growing hunting apparel market faster than fitness wear.
  • 357,000 Instagram followers enable low-cost user-generated content and ambassador campaigns.

What critics are saying

  • Revenue stagnates at $18.4 million as CrossFit hype fades post-2023 Inc. 5000 growth.
  • Black Rifle Coffee siphons patriot sales with 10x Instagram followers in 12-24 months.
  • 2026 US tariffs raise Vietnam/China import costs 20-30% in 3-6 months.

What makes Born Primitive unique

  • Born Primitive bootstrapped from garage-made Snatch Shorts for CrossFit barbell protection.
  • Over 50% veteran and first responder employees embody Athlete Driven, Patriot Inspired mantra.
  • Expanded from 1 product to 1,200 SKUs including tactical, outdoor, and Savage 1 footwear.

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Benefits

Health Insurance

Paid Vacation

Flexible Work Hours

Remote Work Options

Wellness Program

Company News

KBHB Radio
Jun 16th, 2026
Torture of wounded coyote captured on video, man responsible confesses on social media post.

Torture of wounded coyote captured on video, man responsible confesses on social media post. * Last Updated 1 day ago LARAMIE, WY - The Wyoming Game and Fish Department has confirmed that it's investigating a graphic video of a man, a Wyoming resident, grabbing a seemingly wounded coyote by its tail, tossing the animal, then chasing it down to kick, stab and taunt it. The video also was sent to Cowboy State Daily by a private investigator, Reece Soukoroff, who said he was the person who also sent it to Game and Fish. Game and Fish Spokeswoman Amanda Fry said that department is investigating the alleged incident. Because the matter is under investigation, Game and Fish could not offer any further information or comment, she said. A Riverton, Wyoming man who is well-known in the hunting community - Aron Snyder - confirmed he's the person seen tossing, kicking and stabbing a coyote in a video. The video is "a very bad optic," he says while apologizing in a weekend social media post. Snyder also confirmed that because of the video, his employment has been terminated, and that he accepts that decision. After the video emerged, the Born Primitive Outdoor clothing and gear company - that had partnered with Snyder in a branding agreement - announced that it had fired Snyder. "Born Primitive Outdoor supports ethical hunting and holds itself and its partners to that standard," the company says in the announcement. "The behavior shown in the video involving Aron Snyder does not align with that standard. "As a result, Aron Snyder is no longer an employee of Born Primitive." What the video depicts. The video takes place in what appears to be a winter landscape and begins with Snyder reaching under some sagebrush and grabbing the coyote by its tail while someone else takes video. There's blood on the ground near the sagebrush, indicating it had possibly already been injured. He pulls the coyote out from under the bush by the tail and flings it several yards. The coyote, which appears to have blood on it, tries to run but its mobility appears to be compromised. Snyder pursues the coyote, catches up to it and kicks it in the head. The coyote then apparently barks and falls over on its side. Snyder produces a knife, circles the prone animal, and stabs the coyote once in the front shoulder area. Then he kicks the animal again and taps it on the head with the knife's blade while the coyote raises its head with its mouth open looking at the man. Sourkoroff said he was hired by a client, who will remain anonymous, to look into the incident. He sent correspondence to Cowboy State Daily as well as wildlife agencies, animal welfare groups and other organizations in several states and in British Columbia, Canada. In a text message exchange with Cowboy State Daily, he said his client hasn't yet been able to identify exactly when and where the video was taken. 'Worse than Cody Roberts' Wayne Pacelle, president of Animal Wellness Action and the Center for a Humane Economy, told Cowboy State Daily that his organization had received Sourkoroff's correspondence. After viewing the video, he called it "revolting and sickening." "In a certain way, it's worse than Cody Roberts," he said, referencing the Daniel, Wyoming, resident who attracted global attention after capturing, tormenting and killing a wolf in 2024. Animal Wellness Action was among groups that raised money for a reward that helped bring a felony animal cruelty charge against Roberts. There was never video released of Roberts allegedly running the wolf down with a snowmobile, he said. "Here (in the coyote video) you see the sadistic behavior of this man. This is the very essence of cruelty to animals," Pacelle said. Regarding whether Animal Wellness Action will take similar steps in the coyote case, and put up reward money, Pacelle said he "wants to know more before making an assessment." That could include determining whether the alleged offense too place on federal land, in which case federal animal cruelty charges might apply, he said. 'This is not us' Paul Ulrich, president of the Wyoming Sportsmanship group, told Cowboy State Daily that he was "thoroughly and utterly disgusted" by the video. "Nothing in this video shows sportsmanship or any degree of predator control" Ulrich said, adding that it instead is rank animal cruelty. Wyoming Sportsmanship was founded in response the Roberts incident. The group was pivotal in getting the so-called "clean kill bill" passed by the Wyoming Legislature. That bill made it a crime to deliberately prolong the suffering of a predatory animal, rather than kill it as quickly as possible. The investigation into what the video depicts could result in that law being applied, Ulrich said. "Our expectation is that a county attorney will take a close look at this, take a close look at the hard work we put into the Clean Kill Bill and press charges," he said. "Throw the book at this individual." Wyoming Sportsmanship also lobbied for prosecution in the case of the alleged torture of a cow moose in Unita County in 2024. Like the cases involving the moose and the wolf in Daniel, what's seen in the coyote video doesn't reflect Wyoming hunters' and conservationists' values, and should be broadly condemned, Ulrich said. "I'm grateful for every Wyoming resident that sees this as abhorrent and disgusting behavior. And makes it clear that Wyoming isn't going to tolerate that," Ulrich said. Share via:

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