PHOTOS: 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.
