BOSTON -- It resembles the symbol for infinity: a sideways S that Kara Goucher, Molly Huddle and other elite U.S. athletes suddenly are sporting on biceps, wrists and shins.The tattoos are temporary. But the campaign they represent is an all-out attempt to permanently purge competitive athletics of doping.People are getting the impression that everyones dirty, Goucher, a top-ranked marathoner based in Boulder, Colorado, told The Associated Press. We need to build the sport back up in a positive light.Thats the goal of the Clean Sport Collective , a new anti-doping initiative making a splash on social media.It launched this month with an aggressive campaign on Facebook, Twitter and other platforms. Olympians and amateurs alike have been publicly pledging to live, train and compete clean -- totally free of banned performance-enhancing drugs -- and taking selfies aimed at both inspiring and shaming track-and-field competitors, swimmers, cyclists, triathletes and others.Significantly, their bully pulpit is getting a boost from the corporate world: Brooks Running, Oiselle, Skechers and other companies have signed on as partners.Shanna Sparks Burnette, a former Division I collegiate runner, co-founded the Collective to get the focus off the cheaters and back onto athletes committed to drug-free achievement, whether at an Olympics or a local 5K.We really wanted to make a positive impact and change the narrative to celebrate the brands and all of the amazing and inspiring people who are doing it the right way, she said. The mentality is `win at all costs -- do whatever you can do to get ahead. As a society of people, we need to not do that to each other.Its been an especially tough year on the doping front.Russias track and field federation remains barred from international competition, and all but one member of the team was forced to sit out the Rio Olympics after independent investigators appointed by the World Anti-Doping Agency issued a damning report into widespread use of banned substances.Kenya, too, has been caught up in dozens of offenses implicating dopers who robbed clean athletes of winnings and glory. Last month, former Chicago and Boston Marathon champion Rita Jeptoo had her doping ban doubled to four years and was stripped of her Boston title from 2014, when shed been hailed as a hero for winning the iconic races first running since the deadly 2013 finish line bombings.Huddle, a two-time Olympian, said its gotten to the point where she wonders about some of the runners who outkick her in international competition.Sports are supposed to be inspiring to people watching them, but theres so much cynicism implanted now, said Huddle, who wore the Collectives tattoo on the back of her hand while finishing third at this months TCS New York City Marathon, her debut at the 26.2-mile distance.The upstate New York native, who now lives and trains in Providence, Rhode Island, is calling for a one-strike-youre-out approach to the doping scourge -- a lifetime ban, not just a brief suspension, for those who test positive once for a banned substance.That would put the fear in the back of an athletes mind: `What if I get caught? she said. Right now theres just not enough risk.The Clean Sport Collective means business. Pro athletes who take the pledge promise to donate $25,000 to the nonprofit if they ever test positive. Those opting for the extra step of certification have to get bloodwork and a biological passport that attests theyre drug-free.Corporate partners, likewise, commit to sponsor and invest in clean athletes only. And athletes of all abilities are using the hashtag #cleansportco to post about their vows.To Kevin Rutherford, CEO of Nuun Life, a Seattle-based sports hydration and energy company, that makes sense for both the finish line and the bottom line.There are very few brands that are saying something outwardly. I just think weve got to take a stand and say we wont stand for it -- well only work with clean athletes, he said. Theres been scandal after scandal. Its talked about, it hits the headlines, and then it goes away. How do we make it a conversation, a movement? How do we make doping the smoking of sports?Jesse Williams, global sports marketing manager at Brooks Running, said contracts for the elite athletes he sponsors all contain a clause forbidding the use of performance-enhancing drugs.If we dont hold our athletes to the highest standard, were not moving the sport forward, he said. If theres no punishment for the crime, whats the incentive to stop doing it?Huddle hopes the sport can clean up its act.Amazing still does exist, she said, and clean athletes are still getting it done.---Follow Bill Kole on Twitter at https://twitter.com/billkole . His work can be found at http://bigstory.ap.org/journalist/william-j-kole . David Newhan Jersey .Y. -- Leading 3-0 with only 11:25 left, the Colorado Avalanche committed a seemingly meaningless penalty to give the New York Islanders a power play. Tommie Agee Jersey . 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GLENDALE, Ariz. -- The Arizona Cardinals come to training camp with expectations as high as they can get in the NFL.Anything short of a Super Bowl win will be a disappointment, and the bitterness of the blowout loss in Carolina in last seasons NFC championship game lingers.Arizona led the league in yards per game last season and was second in points. Barring injury, the Cardinals dont expect those numbers to change much. Every player on offense who scored a touchdown last season is back.Coach Bruce Arians enters his fourth season with the Cardinals. His first team won 10 games, his second 11 and his third 13 -- 14 if the playoffs are included.Everyone showed up for organized team workouts this summer, and Arians was so happy with minicamp he ended it a day early.Im extremely pleased with where this football team is right now, he said.Not everything is settled going into camp.Here are some things to watch when Cardinals workouts begin:THE O-LINE: The only real competition on offense is at center, where A.Q. Shipley is trying to hold off rookie Evan Boehm to replace the departed Lyle Sendlein. The right side of the offensive line is new. Veteran Evan Mathis was signed to play right guard and is being counted on to help new right tackle D.J. Humphries. Humphries didnt suit up for a game last season, but the coaches say theyre confident hes ready for starting role.Up front weve got to really get comfortable with each other, Palmer said. That needs to continue to develop and grow, but having the explosiveness guys, the skill position guys back is huge.All the skill players return.DEFENSIVE NEWCOMERS: On defense, eyes will be on lineman Robert Nkemdiche, the first-round draft pick who slid to Arizona at No. 29, largely due to off-field concerns.The 6-foot-3, 294-pound rookie was impressive in offseason workouts but, as Arians likes to say, thats soccer, not football.The Cardinals biggest move in the offseason addressed the teams main need, improving the pass rush. Arizona acquired outside linebacker Chandler Jones from New England, and training camp will give him a chance to further learn the aggressive defensive system.SECONDARY ISSUES: A crucial question is how soon All-Pro safety Tyrann Maathieu will return.dddddddddddd. The do-everything player underwent his second knee surgery in three years and has not set a timetable for his return. Mathieu tore his right ACL last Dec. 6 and his absence was sorely felt, not only for his play but for the spirited edge he brings that rubs off on the rest of the defense.And in the background is the issue of Mathieus contract. The Cardinals would like to sign him to a long-term deal, but perhaps not until theyre satisfied about his health.The preseason will determine whether Tyvon Branch can unseat Justin Bethel at cornerback opposite three-time All-Pro Patrick Peterson. Bethel missed the offseason workouts recovering from a surgically repaired left foot. The Cardinals added experienced depth to the position a week before camp opened by signing cornerback Mike Jenkins.Peterson also must work his way back after offseason ankle surgery. He was practicing on a limited basis in minicamp.Once training camp comes around Ill be 100 percent, he promised then, Ill be ready to roll.CONTRACTS LOOMING: Several players are in the final year of their contracts, including Jones, and general manager Steve Keim has said the Cardinals have no intention in letting him walk after just one season with the team. But defensive end Calais Campbell, wide receiver Michael Floyd, and the face of the franchise, wide receiver Larry Fitzgerald, also are in the final year of their deals.Fitzgerald, who last season had 109 catches to break the franchise record he set a decade earlier, will enter his 13th training camp.PALMERS PSYCHE: Another matter is Palmers psyche after that four-interception NFC championship game. It followed the best season of his 13-year career, when he set team records in yards passing, touchdown passes and quarterback rating. He said hes moved on from that awful last game, but is well aware of the cant win the big one label.You cant win a big game until you win it, he said.At age 36, he knows he wont have many more chances to try.---AP NFL website: www.pro32.ap.org and AP NFL Twitter feed: http://twitter.com/AP-NFL ' ' '