Soul legend Isaac Hayes makes his first appearance in a dot-com ad via a trio of new commercials for online sporting goods retailer Fogdog Sports (fogdog.com). Mr. Hayes plays a streetwise observer in the ads; he also composed the music for the commercials. In the spots, Mr. Hayes calls in "Fogdog," the e-tailer's guy-in-a-dog-suit delivery character, who arrives with just the right equipment for a golfer, surfer and basketball player. Odiorne Wilde Narraway & Partners, San Francisco, handles. Copywriter: Greg Collins. Art director: Michael Wilde.