Finisher a new social network to connect to races with businesses, selective advertising fans to make more money

Imagine that you are the owner of the company Nike or Adidas and want to promote your sneakers to run.
An alternative is to do it through advertising on television which is a massive campaign where a televised commercial reaches millions of people but where perhaps only a fraction of these people are really interested in buying shoes. The campaign may be costly to reach many people and despite the fact that only some buy may be still a profitable campaign worthwhile due to the large numbers of sales that are achieved.
But another alternative will announce your slippers products exclusively among people interested in buying shoes as the marathons, fondismo or racing fans in general. Your percentage of purchase will be so much higher given that you'd be coming with your advertising directly to your target market.
The great problem of this second strategy is how can do to reach that target market exclusively.
The problem is being solved with the proliferation of social networks Facebook type but fully specialized on a specific theme. Companies involved in this subject know so it can announce such specialized social networks because they can directly reach your target market.
An example of this new trend of doing business is the launch of the social network Finisher in the Philippines which is a social networking site exclusively for lovers of the sport of racing, marathons and similar openly being promoted as a social network that allows its users to be connected directly with companies that promote products related to the sport.
To date it has for example company Thermos as a promoter of their social network.
I personally find that the niche market of this social network is very restricted and that it should open up a little more perhaps extending into other sports related to the atletismos. It should also expand geographically to reach more places in the world.
In any case is a model to study and that allows glimpse of advertising business behind Facebook that is still in general the same business model as it allows companies to reach potential clients in a more direct way to have Facebook information our age, gender, interests among other additional aspects.