Within an hour, a couple hundred orders had already been placed. They released the gear on the Sunday after The Game, splitting their profits with Honigford on an NIL deal. In the weeks leading up to the Ohio State game, Honigford worked alongside the hosts of Blue By Ninety, a podcast on the Maize n Brew network, to design “Pump It Up” merchandise. “Pump It Up” pandemonium was in full force. “It says pump it up, so you can’t help but try to get hype and get the energy to a higher level,” Gardner said. The coaching staff embraced it, too - one time after practice, the defensive staff ambushed the players’ cold pool while the song blared in the background. “Pump It Up” blasted during teamwide stretches and roared during the infamous “Beat Ohio” drill as a way to turn the intensity up a notch. When Honigford introduced the song to his teammates later in the summer, it drew rave reviews. That was the first song I put on and it would get us all going in the morning.” “Because our group was so small, our strength coaches would let me DJ the weight room. “I don’t always have the most energy that early,” Honigford told The Daily this week. Honigford’s internship had standard hours, forcing his workouts to take place in the wee hours of the morning. But, in time, the fad faded into the abyss, lost amidst long-winded playlists and endless shuffles. A self-proclaimed music buff, Honigford discovered the song alongside a group of friends. Honigford first heard “Pump It Up” in a rather innocuous fashion back in 2019, shortly after Endor’s remix dropped. Around Ann Arbor, people recognize Honigford as the “Pump It Up” guy and frequently holler those three words at him, the fifth-year tight end says. See, Joel Honigford laughs about the backstory now, amidst this time of “Pump It Up” hysteria.
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