Conventioneers who attended the first Super Session yesterday received a pep rally talk from Super Bowl-winning coach Tony Dungy, who called them "torchbearers" for the gospel.

Dungy, who led the Indianapolis Colts to win Super Bowl XLI in February, was arguably the most anticipated speaker during the International Christian Retail Show. "It's awesome to be here," said Dungy, whose memoir, Quiet Strength, was to be released by Tyndale House Publishers today. "... I'm not really an author or a speaker, so I'm wondering how I got here."

Dungy's comment drew some laughs from the large crowd. The first African-American coach to win an NFL championship sprinkled his talk with anecdotes about the Colts' Super Bowl season, scriptural references about perseverance from Romans 12 and heartfelt appreciation for retailers.

"You are the torchbearers," said Dungy, who along with authors Priscilla Shirer and Joel Rosenberg spoke on the subject of "World-Changing Leadership." "You're out there in the frontlines for the Lord."

Dungy, who was recently named to TIME magazine's list of "The 100 Most Influential People in the World," also acknowledged the challenges facing retailers.

"The key to winning a championship is not when you're on a hot streak," Dungy told the crowd. "...The key is persevering. That's critical. You don't know how God is going to bless you. … Keep persevering because we need you."

Dennis and Andrea Lovvorn, owners of the New Covenant Christian Bookstore in Shelbyville, Tenn., said they were impressed by Dungy.

"I had never heard him speak before," Dennis Lovvorn told Christian Retailing. "I was inspired by his message. I can see why he's an inspiration to his players."

Doug Walton, vice president of human resources for Tyndale, said Dungy "was aware of his audience. Like any good coach, he did his homework. He came to talk to the people in the frontlines."

Walton said Dungy's book signing at the Tyndale booth after the Super Session drew about 300 people. Tyndale ran out of his book after giving away 150, he added. "People had him sign footballs and T-shirts," Walton told Christian Retailing. "I couldn't see the end of the line. That's how many people were here to see him."

Tyndale will support today's release of Dungy's book with a $500,000 marketing campaign.

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