Alex Baldock of Shop Direct was caught up in the ice bucket challenge tidal wave, gamely accepting a drenching in the name of charity.

Shop Direct chief executive Alex Baldock joined celebrities Cara Delevingne, Lady Gaga and Mark Zuckerberg when he agreed to take part in an ice bucket challenge this week. The brave boss wore his beloved Chelsea shirt as he was drenched in freezing cold water in front of colleagues to raise money for the Shop Direct Foundation.