Lifestyle targeting
Not all athletes are the same. People's lifestyle choices can tell you a lot about them, as well as their consumer preferences. A certain make and model of car may be targeted to consumers who are "active athletes," but that doesn't mean that the same ad should be shown to all of them, irrespective of their athletic pursuits.
Golfers tend to be much more outgoing than tennis players and much more extravagant in their purchases. Tennis players tend to be more focused on quality, more loyal and much less showy in their purchases. If you are trying to sell both groups a luxury car, you certainly want to highlight different features in your ads.
Targeting golfers
Artist's conceptualization: not a real ad
Rather than just delivering active athletes a generic ad about the car, you would certainly do better to show golfers creative where drivers of the car are stared at with envy as they drive by; meanwhile, tennis players might find solitude in the quiet comfort of the luxurious interior. As you can imagine, it would probably be very hard for any creative to appeal to both segments, at least on a very strong level. Thus, generic ads for all active athletes may not do well at all.
Targeting generic athletes
Artist's conceptualization: not a real ad
