Much like planking a few years ago, which occupied much of a rainy day at the Indianapolis Motor Speedway in May for Verizon IndyCar Series drivers, the Ice Bucket Challenge to raise awareness and funds for (aka Lou Gehrig's disease) is a sports and social phenomenon.
James Hinchcliffe of Andretti Autosport accepted a challenge from the crew of City News in Toronto and braved eight buckets of ice water poured over his head by crew members of the No. 27 United Fiber & Data car on a chilly morning at the Milwaukee Mile.
Below is the Hinchcliffe video and others from challenges accepted this weekend: