The line is Steve Rogers' recurring motto in the Marvel Cinematic Universe, first heard in Captain America: The First Avenger in 2011 when the scrawny recruit keeps getting up in an alley fight. It returns in later films as a callback, most famously when Rogers faces himself in Avengers: Endgame. Online, the audio broke away from the movies as a reaction clip for persistence memes, gaming fails, and comeback edits where someone keeps trying despite repeated setbacks.