In the Venice magazine story, Michael McCullugh, the executive VP of the Heat and chief marketing officer is quoted saying “Udonis is just that guy who brings his lunch pail in a city that everybody thinks isn’t a lunch pail kind of place. Everybody sees Miami and they see South Beach; he is what the real Miami is. He is the epitome, and the embodiment of what Heat culture is,” and goes on to say “The ultimate sacrificer, the hard worker, the one who sheds the spotlight, the one who doesn’t care for the adulation and does whatever it takes for the team to be successful." 

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