Remember the easiest solution when shooting in full sun was to use fill flash or a speedlight (that is, when no shade can be found). I was at the Rodeo Days Parade last Saturday and had the same issue. Even though the boys in the image below were actually in the shadow of the building, it was too much shadow, plus the baseball hats darkened their faces. Look at the difference a little flash can do (Note: these are UNEDITED so excuse the other issues).
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