He has lost almost all of his sight over the past few years, but that hasn't depleted his dedication to the soldiers.

CNN: Veteran to soldiers: 'It's OK to be scared'

While many athletes, entertainers and models are able to parlay their celebrity into successful business ventures, Olympians, for all their tenacity and dedication, by and large don't have the same entrepreneurial edge.

FORBES: Magazine Article

And I was also fortunate to work in jobs that were reasonably accommodating, with people who understood that if you left a little early for -- to get in the car line, that that wasn't some huge definition of your dedication to your job.

WHITEHOUSE: The White House

The emotional tales of human courage and dedication are part of the attraction of watching an athlete conquer adversity, but wouldn't Sainsbury's have achieved more of a commercial impact if they were associated with the likes of Usain Bolt or Mo Farah?

BBC: Paralympics open up business opportunities