The phrase comes from Thick Of It, the 2024 single by British creator and boxer KSI, where the opening lines trace his path from online content to the boxing ring and recording studio. Clips of that hook were widely cut and reposted on short form video platforms, where the short line became a standalone meme sound detached from the full song. Its continued use comes from how quickly it signals confidence and transformation, making it easy to reuse for entrances, achievements and ironic flexes in edits.