In an online poll conducted by teen marketer Alloy last week, Hawk was voted the "coolest big-time athlete," ahead of Tiger Woods, Jordan and Derek Jeter. "If you're a manufacturer and you've got a product that you think will appeal to an audience that's under 21 years old, you've got to look real hard at Tony, maybe even more than some of the big names in mainstream sports," says Keith Bruce, senior vice president and director of sports marketing for Foote, Cone & Belding, an international ad agency that does not have a relationship with Hawk.