One way to attract the non-athlete to these products is by within the commercial having a different type of role model as the main character. For example, in the sport drink commercials have a movie star drinking the juice instead of an athlete. In the sneaker and apparel commercials they could use pop singers just like in some of the fast food commercials. There are plenty of ways these companies can use different role models to attract non-athlete s to their product. All they really need to do is expand their limitations and the rest will fall into place.
Companies gear their advertisement towards their target market.
Nike, Gatorade, etc see athletes as their target market, however these companies can not overlook a large portion of the population who are, and non-athletes. In order for these companies to achieve economic and ethical success they must use different methods in their advertisement scheme. This is the only way the public can fairly accept companies' marketing strategy.