Insight: The sports and lifestyle passions of teens and young adults are intense, but changing fast. Youth sports are deeply linked to fashion and music, and it's a moving target from season to season.
Opinion: Most corporations and many agencies have very little good, current information about the youth market. It's a different culture, and reaching it requires serious commitment.
Tip: Kids are skeptics. Avoid overt promotions screaming "sponsorship," instead using brands in very relevant, service-based ways. Details matter: Nothing can be fake or staged, or kids will see right through it.
Watch for: Motocross, BMX bicycle riding and skateboarding to grow in popularity among youths during the next year.
Peeve: When youth promotions are desk-driven, not kid-driven. You've got to get inside kids' minds in order for promotions to be effective.