Founded in 2009 with brand headquarters in Montreal, Canada, PUMP! Underwear combines a sense of sport with fun fashion trends and daring ideas. Being one of the first to implement splatter and graffiti style painting on their underwear, PUMP! loves to keep their demographic open, hoping to appeal to all audiences with their underwear. Though never acknowledging one specific demographic over another, PUMP! Underwear collections generally display a look revolving around youth, fitness and sport.