Since the ALS Ice Bucket Challenge went viral a couple of months back, millions have doused themselves with icy water and uploaded a video of the proceedings, and many of the protagonists have performed the feat as a fundraiser for non-profit organisation the ALS Association or other motor neurone disease associations. Apollo Vredestein says that ALS, or amyotrophic lateral sclerosis, is a harsh reality for several of its employees, and therefore last Friday the tyre maker took up the Ice Bucket Challenge gauntlet cast in its direction by Revalidatiecentrum Roessingh, a rehabilitation centre based near the company’s headquarters in Enschede, the Netherlands.