Shoe Palace is placing the spotlight on firefighters who helped battle the devastating wildfires that hit California in January.

For this project, the retailer is sharing the story of four firefighters, including Jerry Puga and Dan Lievense of the LAFD, Pasadena Fire firefighter Chien Yu, and Cal Fire firefighter Isaac Baeza.

The company noted that all four of these men have spent their careers helping those impacted by fires. In January, their neighborhoods in Altadena, Calif., were devastated by the fires. Three of them lost their homes, while Lievense was lucky enough to save his, and others on his block.

“There’s something profoundly humbling about hearing firsthand from people who’ve dedicated their lives to running toward danger when the rest of us are trying to escape it,” Shoe Palace president and chief executive officer John Mersho, told FN in an interview. “Hearing the stories of Jerry, Dan, Chien, and Isaac—firefighters who not only serve but were personally affected by the January fires—was unforgettable.”

Mersho added that it was important for the retailer to use its voice to bring attention to these firefighters’ work and to shine a light on the sacrifice, the bravery, and the real human impact behind the headlines. “This campaign is our way of honoring those who serve and giving back to the people who give everything,” he said.

Along with this storytelling moment, Shoe Palace is offing a unique style of the Jordan Flight Court sneaker.

The shoe remixes elements of the AJ3, AJ4, and AJ 5 and features smooth leather and suede on the upper, with other details including a double top eyelet and embroideries. The shoe also comes with a custom hangtag and lace dubrae to complete the special version offered by Shoe Palace.

The retailer noted that a portion of the proceeds from this shoe will be donated to the Widows, Orphans & Disabled Firefighter’s Fund, which is dedicated to helping the families of firefighters injured and killed in the line of duty or experiencing crisis.

“You sit with these men and hear how they fought to save homes on their block, how they lost everything and still showed up the next day to help someone else,” Mersho added. “It’s impossible to walk away unchanged. The Jordan Flight Court became more than a product; it became a tribute. And knowing that a portion of the profits are going to a fund that helps these families rebuild—that’s the part I’ll never forget.”