Giuseppe Rossi has become the latest footballer to douse himself in ice cold water for a very good cause.
Remember the No Make-Up Selfie's that helped raise millions of pounds for Cancer Research Uk in the Spring of this year. Well now there is a new craze with just as exceptional a cause that has taken the US by storm - and is now hitting the UK. The Ice Bucket Challenge.
The latest big name in football seen doing this is former Manchester United star Giuseppe Rossi - who went on to nominate several people to carry it on including former Sunderland loanee Marcos Alonso.
The moments discomfort is to help raise money for the ALS Association, which helps encourage scientific research into the incurable neurodegenerative disease Amyotrophic lateral sclerosis, also known as Lou Gehrig's Disease after the legendary baseball player who suffered with the disease.
It is a disease that has affected the football fraternity in the past, especially in Italy which is why Rossi might have felt compelled to get involved. Former players such as Giuseppe Signorini and Stefano Borgonovo have both passed away after suffering from the disease.
Former Polish international Krzysztof Nowak was another high profile case, passing away aged 29 after a three year battle with the disease - while Celtic legend Jimmy Johnstone another famous example. He passed away aged 61 from the disease in 2006.
The challenge sees somebody pouring an entire bucket of ice water over their heads with forfeits for those who fail to meet a challenge set by the previous participant, all the while those involved are also asked to submit donations to the ALS association.
The affect has been sensational - with the association raising $2.3 million since July 29, compared to what would usually be a figure in the region of $25,000 - highlighting how much this incentive has raised attention of this terrible disease.
And it all comes down to a man named Peter Frates. The 29-year-old former Boston College baseball player was diagnosed in 2012 and is now paralysed by the illness. His friends and family started the trend to raise money for Frates - and since then it has taken off with the likes of Justin Timberlake, Jimmy Fallon and Adam Levine all taking part.
Now footballers are at it, and all for a great cause. So expect to be nominated anytime soon, and when you do, give charitably.