Fanatics Founder and Executive Chairman Michael Rubin, shown above, launched the ALL IN Challenge, which aims to be the largest digital fundraising movement ever with a goal of raising tens of millions of dollars or more to feed those in need during the COVID-19 crisis and beyond.

Fanatics said food insecurity is always an important issue, but the COVID-19 crisis has brought extra attention and immediate need to the cause as it’s impacting kids who usually get meals from schools that are now closed, the elderly population cut off from easy access to meals at home and the millions of people now losing their jobs.

Wrote Rubin on Twitter,

Being stuck at home with no sports and watching WAY too much news, my heart bleeds for everyone affected by this horrible virus and I keep thinking … what else can we do, and where can we make an immediate impact?

I continually say that it’s the responsibility of leaders in sports and business to step up and make a real difference during the most difficult times!!

The ALL IN Challenge brings together the world’s preeminent athletes, artists, entertainers, teams, sports owners and business titans to donate their most prized possessions and/or create once-in-a-lifetime experiences that will be both available for online auction or as enter-to-win giveaways. A small sampling of participants so far include Kevin Hart, Shaq, Justin Bieber, Alex Rodriguez, Magic Johnson, Meek Mill, Peyton Manning, Saquon Barkley, Mark Cuban, and Jeffrey Lurie. Every donated item or experience will be showcased on

The ALL IN Challenge has partnered with organizations to raise awareness and support feeding those in need, including Meals on Wheels, No Kid Hungry and America’s Food Fund, launched by Leonardo DiCaprio & Laurene Powell Jobs to benefit Feeding America & World Central Kitchen. All funds raised will be split equally among those four charities that are tackling food insecurities.

The ALL IN Challenge was created and built by Rubin, Alan Tisch, Gary Vaynerchuk, and the entire Fanatics team.

Photo courtesy New York Times