Sponsored Youth

The New York Times has an interesting article spotlighting the growing trend of skateboard companies and fellow apparel brands sponsoring youths as young as 7.  Considering that 6 – 11 year olds make up 43% of a five billion dollar industry, it’s not surprising companies are clamoring to give emerging talents some free gear.

The NYT’s writes:

Although the value of sponsorships starts out modestly for the youngest — usually free equipment, apparel and minimal monetary payment — the rewards are great for those who continue to excel. Ryan Sheckler, 17, first won an X Games gold medal four years ago. Today, he earns in the low six figures in prize money alone, with sponsorship deals adding significantly to that. Nyjah Huston was 11 when he competed on the Dew Action Sports Tour and at the X Games in the summer of 2006, earning tens of thousands in prize money.

Even more radical than the prospect of earning a living from skateboarding before graduating, the new role of parents is completely re-shaping and legitimizing the once counter-culture sport.  Someone’s got to deal with the paperwork…

At a league competition in June, cars unloaded children with helmets, pads and skateboards at a skate park surrounded by soaring redwoods. In a scene somewhere between a Little League game and a punk rock concert, parents cheered as music blared and an M.C. called out tricks performed by skaters, some of whom had only recently completed kindergarten.

 New York Times: It’s a Kids’ World on the Halfpipe