Many top CrossFit athletes are sponsored by companies associated with the sport, but Oakley is definitely the most well-known of any of the companies, other than Reebok. This is huge for the sport.
While the social network is in a way similar to real world associations, the way sharing works on Facebook is completely disconnected from reality. In the real world, you don’t have information that you need to share with every single person you know.
But that’s how it works on Facebook, unless you jump through hoops to make lists and share selectively.