Which company will take a step toward youth?

Will a chief marketing officer with courage, bravado and respect for the American spirit please stand up and be recognized?

I know you're out there. You are the one who learned in Kellogg School of Management what happens at the intersection of preparation and opportunity. You are the one who learned that if you're not moving forward, you're moving backward -- that there is no status quo.

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Justin Allgaier (top), Ryan Truex (left) and Trevor Bayne are poised to be the next names-to-know.

Most have been shell-shocked by the economic bomb that hit more than two years ago, and no business, large or small, has avoided the fallout. The bold moves that forged America into a world economic power seem to be replaced by a conservative mindset of self-preservation.

Today, NASCAR's young stars are feeling the brunt of the economic shock waves and their futures are threatened by this comfort zone mentality.

There are 19-year-old Trevor Bayne, 18-year-old Ryan Truex and Penske's young talent Justin Allgaier. What do they all have in common? Huge on talent, low on sponsorship support for 2011 and their futures.

In 1992, DuPont took a chance on a diminutive young man with a pencil mustache from Indiana. They had a dozen opportunities with veterans, but Jeff Gordon became an icon.

Executives from Lowe's Home Improvement had to be convinced that a young driver who had won one Nationwide Series race on pit strategy was a logical investment. After all, they had Mike Skinner at the time. Why make such a bold step? Lowe's has had to deplete its lumber inventory to build enough cabinets for Jimmie Johnson's trophies.

The Home Depot covered Tony Stewart in orange for his rookie season. He had never even won a Nationwide race. FedEx was convinced veteran Jason Leffler was a safe bet. Before the first season was over, they took a chance on a little-known Virginian, only one year removed from South Boston late models with less than one Nationwide season under his belt -- and Denny Hamlin delivered overnight.

Budweiser moved from the comfort of competent veterans Ken Schrader and Wally Dallenbach to take a bold step and partner with Dale Earnhardt Jr. The rest is pop icon history.

The examples go on and on.

Bayne has been spectacular this summer. With less than a full season of experience, he has planted himself firmly amongst the leaders every week. He won three consecutive poles, the first time that has been accomplished since the aforementioned Gordon 18 years ago. Spectacular on the track, raised in a devoutly Christian family with the camera presence of a pop star, he has the whole package.

Truex, at 18, already has a NASCAR championship and is on course to win his second consecutive K&N Series title. In only his second NNS start and his first speedway race, Truex sat on the outside pole at Michigan and ran top five for nearly half of the event. After tooling around race tracks watching his dad and brother race for 16 years, Ryan's instincts come natural.

With Allgaier, RCR's Austin Dillon, Roush's Colin Braun, and others in the wings like Darrell Wallace, Kevin Swindell and Dale Blaney, the stars of NASCAR's future are clear.

Now is the time to strike. There has never been a better time to buy the youth of NASCAR. The media partners are heavily promoting them with one of the most aggressive television packages in all of sports. Track operators and team owners are delivering more value for the dollar than ever before.

If you are going to buy a house, there is no better time than now.

If you are going to buy a car, there is no better time than now.

If you are looking to take a bold step, take a chance on a young driver to become the national face of your brand, there is no better time than now.

History shows that this is the time for leaders to lead, for those with opportunistic foresight to emerge. All the movement needs is one CMO to stand up. The rest will follow.

Ty Norris is vice president and general manager of Michael Waltrip Racing. He has worked within the NASCAR industry with MWR, Speedway Motorsports Inc., Dale Earnhardt Inc. and RJ Reynolds since 1990. The opinions expressed are solely those of the writer.

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