Athletes using power of the selfie to clean sports of doping

BOSTON (AP) A new anti-doping campaign is gaining momentum on social media. But this time it's the athletes themselves who are committing to cleaning up their sports.

The Clean Sport Collective launched earlier this month on Facebook and Twitter with a simple challenge – get professional and amateur athletes and the companies that sponsor them to publicly swear off performance-enhancing drugs.

Co-founder Shanna Sparks Burnette, a former Division I collegiate runner, says it's time to get the focus off the cheaters.

Kara Goucher, Molly Huddle and other elite U.S. runners have taken the Collective's pledge to train and compete clean. They've been inking themselves with temporary tattoos – a sideways ''S'' that resembles the symbol for infinity – and posting selfies to spread the word.