Each and every year on January 1st, the Coney Island Polar Bears sponsor the New Year's Day swim in Coney Island, which raises funds for charity.
It attracts more than 1,000 people from New York City and beyond who all brave the frigid temperatures to take a dip in the icy waters of the Atlantic Ocean.
Check out these Insta-photos and videos below, which were taken just today.
macyboots 1/3 of us joined the Coney Island Polar Bear Plunge #happynewyear #coneyislandpolarbearplunge
maryjolisaa ....and here we go!!! #coneyislandpolarbearclub #coneyislandpolarbearplunge2016 #coneyislandpolarbearplunge 🙆🙆🙆
_gettak_ Happy New Year!!! #newyeartradition #polarbearplunge #newyear #2016 #coneyislandpolarbearplunge
_gettak_ Polar Bear Brah! #newyeartradition #polarbearplunge #newyear #brah #2016 #coneyislandpolarbearplunge
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maryjolisaa ...hang'n with the locals. #coneyislandpolarbearclub #coneyislandpolarbearplunge2016 #coneyislandpolarbearplunge
dairygothmother Starting the year off right at the #coneyislandpolarbearplunge 2K16!! #coneyislandqueen
raelpetit Almost time to go on that plunge with the @reyka_vodka crew #coneyislandpolarbearplunge #happynewyear
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Check out 12 Activities to Have an Absolutely Wild January in NYC.
[Feature Image Courtesy Instagram]