What do you call Devin Hester?

As Chicago Bears announcer Jeff Joniak describes the team's new hero, "Devin Hester, you are ridiculous!"

Since Joniak first blurted out his call after a Hester touchdown last year, the phrase has caught on, with fans at games and practices shouting it, and offensive coordinator Ron Turner using it frequently.

After Hester's latest two-touchdown performance last week, fans are calling him the most exciting athlete in Chicago since Michael Jordan.

He's reportedly more in demand from advertisers than any other Bear.

Videos of his electrifying returns are all over youtube: www.youtube.com/watch?v=ThllglEsDZA.

He's got several Web sites in his honor, including devinhester.net, created by Bob Allen, a 24-year-old fan from Wheeling, who gets e-mails praising Hester from around the world.

Nationally, Hester's popularity has spiked this month, the NFL reports, coming in at tenth among all players in fan voting for the Pro Bowl, and 25th in merchandise sold.

Yet for all his popularity, why doesn't Hester have a decent nickname?

So far, he's been saddled with "Anytime" and "Windy City Flyer." Somebody call marketing! This man needs to be re-branded.

Hester's new nickname needs to reflect his lightning speed, his outrageous risk-taking, and his ability to change a game in seconds.

"Ridiculous" would work, but doesn't have the ring of "Iron Mike" or "Air Jordan."

When it comes to nicknames, a little alliteration goes a long way.

So we respectfully suggest: Devin "Hurricane" Hester.

The name reflects both his University of Miami heritage, and his ability to wreak havoc.

Got a better idea? We'd love to hear it.

Send suggestions to the Daily Herald c/o Robert McCoppin, 155 E. Algonquin Road, Arlington Heights, IL, 60005, or e-mail to rmccoppin@dailyherald.com. We'll pick the best moniker next week.