Dmitriy Salita has firmly invested in Detroit through boxing, and now he has entered Phase 2: combining championship-level fights, hip-hop culture and the development of his roster behind marquee belt holder Claressa Shields.
Shields defeated Franchon Crews-Dezurn via 10-round unanimous decision at Little Caesars Arena in Detroit on February 22. She sold 18,000 tickets, according to the promotion, and with the win, Shields improved to 18-0 (3 KOs).
Salita, who has been running multiple events a year on DAZN, added a new wrinkle for his latest event, the prelims streamed on Zeus Network. Featured on the prelim telecast were Naji Grampus, Brian Custer and former titleholder Nastasha Jonas. The network is best known for reality TV, including shows based in Detroit. Salita, from Brooklyn, New York, is aiming at merging boxing, pop culture and digital distribution to tell the stories of his fighters.
“Boxing and hip-hop have always shared the same heartbeat of struggle, ambition and authenticity,” Salita told BoxingScene. “In today’s digital world, where culture moves through social media, bringing them together is the organic next step.”
It isn’t a new concept, as KO Nation and Thunderbox both aimed to combine boxing and hip-hop. Roc Nation Sports would put on a hip-hop concert in the middle of some of its events. Salita works with Wynn Records, a music agency in which Shields’ boyfriend, recording artist Papoose, has the title of executive head of hip-hop.
“Our goal is not to change boxing,” Salita said. “It’s to present it in a way that connects with the next generation without compromising its integrity.”
On this week’s show, Boosie Badazz walked Shields to the ring. Popular recording artist Sada Baby was supposed to walk light heavyweight Atif Oberlton to the ring, but a death in his family prevented him from attending. Salita also noted that Joshua Pagan walked with a recording artist for his main event bout earlier in the month.
“The plan is to continue down that path,” Salita said.
Salita has planted his roots firmly in Detroit, and he is developing young fighters and integrating Zeus Network telecasting on the undercard, which included an upset. (In the prelims main event, Edith Soledad Matthysse stopped WBA interim junior welterweight titleholder Samantha Worthington.)
The goal is to use platforms like Zeus Network and hip-hop-affiliated social media platforms to show the development of Lance Smith, Jasmine Hampton, Pryce Taylor, Da’velle Smith and other up-and-comers on the Salita Promotions roster.
“We’re evaluating how to expand the relationship,” Salita said. “Zeus has a massive audience that doesn’t traditionally overlap with boxing. That creates an opportunity.”
Salita’s goal is something we don’t often hear in boxing: He wants to grow the sport. He isn’t just looking at putting on fights – he is looking at how new potential fight fans can be introduced to the sport and become lifelong fans.
“When these stories are told the right way,” Salita said, “they resonate beyond traditional boxing fans.”
Lucas Ketelle is the author of “Inside the Ropes of Boxing,” a guide for young fighters, a writer for BoxingScene and a member of the Boxing Writers Association of America. Find him on X at @BigDogLukie.
