In an effort to raise awareness for Amyotrophic lateral sclerosis -- ALS or Lou Gehrig's disease -- the "ice bucket challenge" was recently issued by former Boston College baseball player Pete Frates.
As Frates, who was diagnosed with ALS in 2012, explained via Facebook, the way the challenge works is to either take a bucket of ice on the head or to donate financially to research for the disease.
And recently, Virginia Tech head coach Frank Beamer prompted Arizona Cardinals head coach Bruce Arians to take the challenge.
He did, taking a bucket of iced cold water from quarterback Carson Palmer and receiver Larry Fitzgerald. Well, actually two buckets.
"At first it wasn't too bad," Arians said. "That second one had too much ice in it. I thought it gave me a concussion."
The coach said he knew the second bucket was coming, but was hoping it would have arrived a little quicker than it did.
Arians went on to challenge Pittsburgh Steelers head coach Mike Tomlin and quarterback Ben Roethlisberger.
"Coach Tomlin told he he's not dumping water on his head, so he's going to donate money," Arians said.
Good on you, coaches.