With factories closed, tens of millions out of work and a recession looming because of the coronavirus pandemic, athletes, teams, entertainers and business leaders are donating prized possessions in response to a challenge to feed families suddenly in need.
The "All In Challenge" was started by Philadelphia 76ers partner Michael Rubin on Tuesday, and some of the biggest names in sports and entertainment have answered the call.
After 24 hours, there was already an impressive roster of A-listers offering prizes.
They include quarterbacks Tom Brady and Peyton and Eli Manning; musicians Justin Bieber, Meek Mill and Robin Thicke; actors Robert De Niro, Leonardo DiCaprio, Kevin Hart and Matthew McConaughey; director Martin Scorsese; TV hosts Ellen DeGeneres and Ryan Seacrest; TikTok stars Charli and Dixie D'Amelio; basketball Hall of Famer Magic Johnson; Chicago Cubs infielder Anthony Rizzo and retired baseball star Alex Rodriguez; and several NFL, NHL and NBA teams.
This list is growing, said Rubin, who came up with the idea two weeks ago.
"I had two goals from the second this popped in my mind," Rubin told The Associated Press on Wednesday.
"The first was to feed as many people as possible. It was such an important cause and need. The second thing was, I love a good come together ... to have every athlete and actor come together, the sports and entertainment worlds coming together. To me, that is incredibly special."