A Helena, Ala., man died Sunday rescuing his daughter from strong rip tide currents at Panama City Beach, Fla., Florida, according to multiple news reports.

Christopher Pierce, 47, of Helena was making the rescue attempt from a rip current when police arrived at approximately 3:45 p.m., according to the media reports citing police. He was able to save his daughter but reportedly could not get free of the current himself.

Life-saving measures were taken, reports said, but Pierce was pronounced dead when he was taken to Ascension Sacred Heart Beach Emergency Room.

Panama City Beach police said red flags were flying at the time indicating hazardous water.