According to Strava, #AthletesUnfiltered allows its members to celebrate inclusivity in sport by "rejecting the curation and negativity" found on other social networks.
The campaign also includes a short film featuring members of the Strava community (below).
The film, created by production company Archer's Mark, shows the amateur athletes sharing the raw, uncurated ups and downs of their experience with sport.
Strava vice president 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.
"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."
Twelve further shorts, highlighting different aspects of the Strava community, will follow the lead film, said Fusion Media, which handles PR for Strava throughout Europe.