Jim Kelly has made toughness his trademark throughout his playing career, to say nothing of the trials and tribulations of his life away from the game.

It's fitting, then, the Bills' Hall of Fame quarterback was honored Wednesday night with the Jimmy V Award for Perseverance, named for Jim Valvano, the former college basketball coach whose moving speech at the ESPYs while battling cancer still resonates 25 years later.

Valvano's credo of "Don't give up. Don't ever give up," has become known the world over. Kelly brought a similar spirit to the field of play through thrilling victories and gut-wrenching defeats.

"Toughest player I've ever known, that I've ever been around," said teammate and fellow Hall of Famer Thurman Thomas.

When Kelly's playing career was finished, he faced the death of his young son Hunter, who was born with a debilitating disease.

Amid his own struggles through three bouts of cancer, Kelly has displayed courage and strength while fighting for his life.

"You're Jim Kelly, man. You don't ever give up. You never give up," said former NFL quarterback Boomer Esiason. "Just like Jim Valvano said, you never give up. And that's why he won't give up."

Through it all, Kelly has made it his life's mission to help others, especially kids, and provide inspiration from his story.

"I know that you never give up on anything you ever do in your life," Kelly said. "We're all going to be met and faced with challenges in our lives and it's the attitude that you have, the perseverance."