Held annually since 2005, Pump Up for Piccolo is held in partnership with the Wake Forest Football Team and Pi Kappa Alpha Fraternity to benefit the Brian Piccolo Cancer Research Fund at the Comprehensive Cancer Center at Atrium Health Wake Forest Baptist.

Teams made up of Wake Forest students and student-athletes take part in various strength and agility events, and earn points based on performance. After competing in a sled push relay, vertical jump test, and max pull-up effort, teams are seeded against one another in a championship tug of war bracket.