It's the challenge sweeping social media and raising funds for ALS research.
And now, Spirit Airlines CEO Ben Baldanza has challenged his fellow airline CEOs, including American's Doug Parker, to take the Ice Bucket challenge.
"Over 30 years ago, I lost my mom to ALS. It's a terrible disease and in that time science knows a little bit more about the disease but there's still no prevention and there's still no cure," Baldanza said before he was doused with two buckets of ice water.
Baldanza did the challenge at an employee event on August 18. He has now challenged Parker, Delta's CEO Richard Anderson and JetBlue's CEO Dave Barger to the challenge. Southwest Airlines' Gary Kelly and United's Jeff Smisek apparently escaped being challenged by the low-cost carrier CEO.
No word yet on whether Parker will take the challenge, but I hear something may be in the works over at Amon Carter Blvd...