Dmitriy Salita’s TikTok dances with Claressa Shields reflect both his childhood memories and his belief in embracing each fighter’s individuality.
Flint, Michigan’s Shields will face Franchon Crews-Dezurn in a rematch on Sunday at the Little Caesars Arena in Detroit.
Shields, 17-0 (3 KOs), has seen her profile raise over the past decade. Part of that can be attributed to her interactions on social media, including embracing TikTok dances. Salita, a former professional boxer and now Shields’ co-promoter along with Wynn Records, recalls training with Jimmy O'Pharrow at the Starrett City Boxing Club. O’Pharrow would have Salita dance to music and shadow box to various music.
“We did one, two or three years ago in Detroit at a local news station. I messed up. I didn’t do a good job,” Salita said. “Then, I came to visit her in training camp a month ago, and it was a little bit better.”
During Thursday’s media workout, the 30-year-old Shields had Salita do the most difficult dance to date. After Shields concluded her workout for the media, the two did another dance.
“I liked this last one, the only bit of feedback I had was that I wasn’t smiling,” Salita said with a smile. “The reason I wasn’t smiling was that I was so focused on getting it right.”
For Salita, Shields career reminds him of someone he knew growing up.
“Growing up with Kisha Snow, who was like my big sister and seeing all the challenges women boxers go through,” Salita said. “Especially, with social media, there is a lot that can be done to support their storytelling, popularity, and we are doing those things for this event.”
Salita, who is promoting two events this month, looks at the ever-changing landscape of boxing, including the upstart Zuffa Boxing generating a lot of attention, and recognizes the importance of being seen.
“Particularly with things changing so radically, with some things I like and some things I don’t. They upset me, because I love boxing and I feel I have a relationship. I feel like it is a close relative.
“At the same time, growth is essential. The sport has to evolve with culture, media, and how fans connect today. Our goal is to build something sustainable, a platform that develops world champions, tells real stories, and creates long-term value for fighters, fans, and broadcast partners alike.
“Our philosophy has always been fighter-first,” he concluded. “When you empower athletes to be fully themselves, whether that’s serious in camp or dancing after a workout, you build real connection with fans.”
