Companies looking to tap into the youth market are focused on the X Games in Aspen, Colo., this week, where teens and 20-somethings are descending on snowboarding and other winter sports events. Sponsors who spent big money to be associated with the games on-site or on TV include New Balance, Schick, Edge, Taco Bell, Jeep, Mountain Dew -- and the U.S. Navy.

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