These ads capture the confidence and overall audacious attitude crossfitters obtain while working out. This attitude has sparked a creation of their own language. Some words take on new meanings while others have new definitions all of their own, but all of these words help push crossfitters through their workouts and help them feel as if they are a part of something exclusive. Displaying the crossfit definitions over a blurred image also allows non-crossfitters to gain a glimpse into the world of crossfit.