Its the viral sensation called the Cold Water Challenge.
The challenge, primarily among women's college basketball coaches, raises money for the Kay Yow Foundation through coaches donations and encourages community service.
Kay Yow, the N.C. State women's hoops coach, was first diagnosed with breast cancer in 1987.
She passed away in 2009, after facing her third bout with the disease.
Tarleton State womens hoops coach Misty Wilson issued a challenge to MSU's Coach Johnson.
Former players Skyler Warrick and Kirsti Degelia and current players Diana Jones and Shatoia Gober did the dumping of ice cold water with pleasure.
On this hot and humid day they didn't have a problem cooling off for a good cause and spread cancer awareness.
Noel Johnson, Midwestern State Womens Head Basketball Coach-----"To be able to spread that and to make it rampant over a certain amonut of time to hopefully spike the amount of donations to go into the Kay Yow Fund is phenomenal.
And this was a brilliant idea and we had fun doing it."
Coach Johnson has challenged Cameron University Womens Basketball Coach Tom Webb and Incarnate Word Women's hoops coach Kate Henderson.
Since the Kay Yow Fund's inception, more than $8 million has been raised for cancer research.
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