Travis Pastrana & Texas Dave Shred through Boerne
To Kick Off Veteran’s Day with Black Rifle Coffee Company & Hoonigan
“The Final Send” Highlights Best Defense Foundation & Honors American Military Veterans with Insane Driving Exhibition In Customized Hoonigan Vehicles
Video Kicks off Veteran-Owned Coffee Brand’s Annual 20% Off Veteran’s Day Celebration
SALT LAKE CITY, Nov. 8, 2023 – Nobody does Veteran’s Day quite like Black Rifle Coffee Company, and nobody pushes the limits of horsepower any better than the team at Hoonigan Media Machine. The collaborative power of these two brands is on full display in “The Final Send,” an action-packed video feature released today by Black Rifle Coffee Company, designed to kick off the popular veteran-owned, premium coffee brand’s annual Veteran’s Day celebration in grand fashion.
The video features action sports icon Travis Pastrana and elite rally car and off-road racer “Texas” Dave Carapetyan, doing what they do best – shredding the streets of small-town Boerne, TX in a knock-down, drag-out car chase behind the wheels of two heavily customized Hoonigan vehicles.
Carapetyan, owner-operator of the Rally Ready driving school with three Pike’s Peak championships and a Baja 500 win to his credit, plays the role of Hank, an aging World War II military veteran who carjacks a Hoonigan-modified Jeep after receiving a life-changing diagnosis from his local physician. Pastrana plays the role of Sheriff Pastrami, the local lawman who takes to the streets in a customized Suburu Brat-turned police cruiser in hot pursuit of Hank. The two drivers make the Texas small town their playground with a full-throttle, “full-send” exhibition of drifting, donuts and tire-burning action, while a host of actual war heroes and Black Rifle Coffee Company military-veteran influencers make cameo appearances throughout.
“Putting these amazing Hoonigan vehicles through the paces with Dave was a blast, but to shine a light on these war heroes and Best Defense Foundation made this project extra special,” said Pastrana. “The team at Black Rifle Coffee Company is doing incredible things for the veteran community, and it was an honor and a privilege to tear up the streets of Boerne for such a worthy American cause.”
In the motorsports world, these Black Rifle Coffee Company and Hoonigan have begun to overlap more frequently, as competitors at American Rally Association events, when filming Gymkhana with Pastrana, and now here in a full-fledged production in honor of Veterans Day.
“There are a lot of parallels between what Hoonigan does with cars and what Black Rifle Coffee is doing,” said Ron Zaras, Vice President of Brands, Hoonigan, and Director of The Final Send. “We’ve been talking about doing a project like this for quite some time, and this year it finally became reality. The message we want to get across is that veterans have done so much for us, and they come back to this [civilian] world and should have that fun too. They should be able to enjoy what they’ve made possible for us.”
In addition to highlighting Best Defense Foundation, the video serves as a dramatic and entertaining kick off to Black Rifle Coffee Company’s annual Veteran’s Day celebration. Each year, the brand uses the holiday as it’s preeminent celebration of American military veterans, offering 20 percent off its entire website product lineup on Nov. 10th and 11th. More than a sale, the brand’s Veteran’s Day celebration is another example of its ongoing mission to honor and give back to American military veterans who’ve put their lives on the line, often paying the ultimate price to protect and preserve our freedom.
“Every Veteran’s Day, we try to do something extraordinary to honor and champion the cause of military veterans, and this year, we were thrilled to collaborate with the incredible team at Hoonigan to create something truly special. If you couldn’t tell from the video, we all had a lot of fun with this.” said Evan Hafer, CEO of Black Rifle Coffee Company. “It’s one thing to showcase the amazing skills of Travis and Texas Dave but promoting Best Defense Foundation by featuring actual war heroes and veterans throughout the video is what we’re most proud of.”
Black Rifle Coffee Company’s Veteran’s Day Sale runs Nov. 10th and 11th, offering 20 percent off all products, website wide. For more information and to purchase Black Rifle Coffee Company products, visit www.blackriflecoffee.com.