Who's Hot Who's Not

Who's Hot

WRITE THE FUTURE

That's the title of the stunning three-minute, World Cup--themed commercial, directed by Alejandro Gonàlez I√±àrritu (Babel), rolled out by Nike last week. The ad includes Ronaldinho, who was left off Brazil's roster for South Africa; we'll chalk that up to creative license.

"FIRES!"

Just one of the phrases that might test gamers' speakers come August, when Madden NFL 11 appears with the high-decibel play-by-play of newly installed voice Gus Johnson (right), who recorded more than 90,000 lines for the game. "I'm very excited," said garrelous Gus. Count it!

REMARKABLE CUBANS

Redoubtable Nationals righty Livan Hernandez (right) continued to amaze (4--2, 1.62 ERA at week's end); Angels first baseman Kendry Morales enjoyed a 10-game stretch in which he hit .333 with three HRs and 12 RBIs; and Yankees sub DH Juan Miranda cracked two HRs in three starts.

Who's Not

RIPPING THE PAST

That's what Brian Urlacher (left) did, in response to Bears legend Gale Sayers's critique of the franchise. ("They haven't done a good job," Sayers said.) "Does [Sayers] know how to win football games? Does he? No," Urlacher said of Sayers, only the youngest inductee into the Pro Football Hall of Fame.

SMOAK

As the Smoke Monster bit the dust on Lost's series finale, the Rangers' Justin Smoak has been monstrously awful. The rookie first baseman had three hits in his last 31 at bats, and his average stood at .165—lower than the .188 that Chris Davis was sporting when Texas called up the phenom to replace him.

MARK CUBAN

The Mavs' owner was fined $100,000 by the NBA for saying that "anybody" would be interested in signing LeBron James, breaking a prohibition on commenting on potential free agents before July 1. Alas, Cuban's comment also applies to Dallas star Dirk Nowitzki, who says he plans to test the market.

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JOHN ROWLAND/SOUTHCREEK GLOBAL MEDIA (URLACHER)

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COURTESY EA SPORTS (JOHNSON)

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SIMON BRUTY (HERNANDEZ)