Certainly bucking tradition and conventional wisdom comes naturally to Jeff Gordon.
After all, the four-time NASCAR Cup champion brokered new ground as a young driver coming into the sport and continues to cast aside marks that have stood for years. He's matching legends and Hall of Famers year to year.
But this is different.
Last season, Gordon once more entered uncharted territory when he joined ranks with a cause-driven primary sponsorship. The AARP's Drive to End Hunger campaign adorned Gordon's car for the first time -- but it's done much more than that.
In embracing the cause completely, Gordon has found himself once more backing his words with actions as he has worked over the course of 2011 and this season to raise awareness for hunger among older Americans.
To listen to Gordon talk about it, he gets as much from his Drive to End Hunger sponsorship as the company does.
Gordon's charitable endeavors are wide-ranging. Through his Jeff Gordon Foundation, he has worked to ...