Cool stuff like the ESPN X-Games, which of course attracts lots of the Beautiful People.

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He sat out the ESPN X-Games in Los Angeles in June, having won 24 medals in snowboarding and skateboarding, including 16 gold.

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Pepsi-Cola's Mountain Dew, another soda pop for teenagers, reaches out to what it calls "Dew Dudes"and "Dew Dudettes" by helping to sponsor ESPN's X Games and such grass-roots events as the Vans Warped Tour, a music festival complete with skate ramps, where teens can strut their stuff.

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This month a mob of 250 youngsters, many of them sporting baggy clothes, multicolored hairdos and multiple piercings, will invade the refined Aspen Mountain resort to appear at the Winter X Games, part of ESPN's twice-yearly "extreme sports" lollapalooza.

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