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January 01, 2012

When they love the game so much it hurts.

Kids want to be the best and parents and coaches want to help them reach their goals, but today more and more kids are specializing in one sport and training far too hard. Somehow this healthy bit of competition became altogether unhealthy. The injuries caused by this intense training can lead to pediatric trauma and may require surgery to developing shoulders, knees, elbows and wrists. This can have a lifelong effect on a child's game, their health and quality of life.

Teaming with the American Orthopaedic Society for Sports Medicine (AOSSM) and the "STOP Sports Injuries" program, this ad depicts a photo of a young athlete with red stitching like that on a baseball superimposed along his elbow to represent sutures, with the headline, "Sometimes, the game they love doesn't love them back." Readers are directed to the websites and to learn more about helping to protect young athletes from serious sport injuries and keep their growing bones, joints, tendons and muscles healthy.

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