JACKSONVILLE BEACH, Fl -- A sunny day at the beaches turned ugly when rip currents pulled a swimmer away.

Jacksonville beach lifeguards were notified and jumped into emergency protocol.

The man was found near a few blocks from where he went into the waters.

Jacksonville Beach Fire and Rescue responded to a possible drowning near Sixth Avenue South.

Efforts were made to revive him. He was taken to Baptist Beaches Hospital where he died.

Authorities have yet to release his identity.