My youngest son, Colton is a basketball fanatic, he actually loves all sports. It was perfect when his school did a fundraiser selling magazine subscriptions that he get Sports Illustrated for Kids.
About once a month, he gets a new magazine. It does not look "kiddie", it looks much like the regular Sports Illustrated, and that, I found out, is very important to a 9 year old. ;)
This magazine has everything kids are interested in, from special issues on bikes, sports equipment from baseball gloves and bats, to basketballs and specific sports geared shoes.
They also write in a way that is easy for children to understand and enjoy. It is not full of advertisements like I was afraid it would be. It is packed full of interesting stuff and even some cool contest.
If you have a youngster who is into sports, this is a perfect magazine for them, my son and I love it and look forward to it each month!