Strava has today unveiled its new campaign titled Athletes Unfiltered.
The campaign is being described by the brand as “a direct call for athletes to be themselves, celebrate the inclusivity of sport, their hard work and reject the curation and negativity found on other social networks.”
To celebrate the start of the new initiative, a short film created by BAFTA-nominated production company, Archer's Mark was created, which features everyday members of the Strava community sharing uncurated ups and downs of their experience with sport.
Strava is asking athletes to post ‘anti-filter photos, showing off awkward tan lines, flushed post-workout selfies, filthy hands, or just the unfettered joy of getting through a big day out’
Strava VP of marketing Gareth Nettleton said: "There are two key insights that drove the work, both inspired by what's wrong with the world lately. Firstly, we live in a terribly divisive time, and sport connects people across lines you might not expect. It is a positive, unifying force, and we want to shine a light on its power to bring people together.”
He added: “Secondly, Strava is a real, raw, very unfiltered social network. We believe that people all over the world are exhausted by the pressure to always present a perfect, curated self on other social networks. So we wanted to make it very clear that Strava is a place to put it all out there and be yourself. Unity and acceptance – that's what this campaign is about."