Kickers advertising on Facebook!?

I was changing my profile picture on Facebook, when i saw a Kickers ad on the side! I've never seen one on Facebook before, does this mean they are starting to look at their target consumer a little bit more and are trying to become a bit more focused with who they are aiming their product at? But then again, it's confusing when the advert is slightly kiddy-fied with the whole mucky puddles & child like illustrations. Also the code "kick kids" implies that they are aiming at children, when Facebook is known to be more of a teenage social network? Confusing.

Jo.T