Don C (aka Don Crawley), the guy behind the Just Don brand, rose to prominence as Kanye West's tour manager and subsequently as an executive with Kanye's G.O.O.D Music. Don C launched Just Don in 2011, and the Just Don x Jordan 2 Retro 'Royal Blue' was released in 2015. Don added high-end leather and a distinctive quilted stitching to the Air Jordan 2 series. Jordan and Don partnered on the Just Don x Air Jordan 2 Retro 'Beach' shoe in 2016. The shoe has the same Just Don treatment as the original, but in a different tonal, sandy brown shade.