Kobe Bryant, Peyton Manning - those guys are old news. Today, we're ignoring the NBA drama and the Pro Bowl hype, and taking a look at the other biggest stars in sports - people like Gretchen Bleiler, Tucker Hibbert and Shaun White.
And if you have no idea who they are, please turn in your cool card.
Right now, these three athletes - along with many others - are participating in the Winter X-Games in Aspen. It's the first set of games in a newly expanded calendar of events that spans the globe - from France to Spain to Germany, Brazil and Los Angeles.
Advertisers like Red Bull and Jeep see the X-Games as a golden opportunity to reach that valuable Generation Y market.
But, corporate sponsors and expanded schedules doesn't sound very... well... cool. Could the X-Games be selling out?
A Martinez is joined by Brandon Graham, Action Sports host for ESPN and Street League Skateboarding commentator.