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Aside from his remarkable on-ice accomplishments, when the entire world's media put their cameras on Cheek for the first time as the newly crowned Olympic champion he refused to speak about his own accomplishment. Instead, Cheek used his moment in the spotlight to speak out on behalf of the imperiled people of the Darfur region of Sudan. Cheek then donated $40,000 of his own money to relief efforts and challenged individuals and corporations to do the same. He has raised over $1,000,000.00 for the people of Darfur. Time magazine has recognized him as one of the 100 Most Influential People in the World, President Clinton unexpectedly called him to the stage to discuss his work in front of countless world leaders at the Clinton Global Initiative and the Heisman Trophy Foundation honored him as the first ever recipient of the Heisman Humanitarian Award.
Joey's unlikely rise from rural North Carolina to the gold medal throne of the fastest man in the world is wrought with inspirational and motivational messages. He eloquently relays how the principles of chasing an Olympic gold medal can be transferred to peak performance in the business world. Cheek also speaks of global citizenship, and the importance of utilizing one's personal sphere of influence and expertise to the betterment of others...giving back.
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