After 17 years, 54 fights and world titles across seven weight classes, Amanda Serrano is still making history. This time, she's coming for your algorithm too.
The Puerto Rican defends her WBA and WBO featherweight titles against Argentina's Lucrecia Manzur on Friday in California, in the first world championship boxing event to be streamed live on TikTok.
A 33rd stoppage triumph, in what would be Serrano's 50th professional victory, would give her the most knockout wins in women's boxing history, eclipsing pioneer Christy Martin.
"That's what gets me up in the morning, working hard, training hard," Serrano tells BBC Sport.
"I always set myself little goals. Because if your dreams don't scare you, they're not big enough.
"To tie was an honour, but now we have to break it. I don't like being tied."
The bout is Serrano's penultimate appearance in an illustrious career, and another chance for the 37-year-old to add to a legacy that has transformed women's boxing.
"This is the social media era. We're in 2026. A lot of these young generations are constantly on the phone," she adds.
"They're always scrolling, scrolling and scrolling. So what better place [than TikTok]?"
When Serrano turned professional in 2009, Facebook and MySpace were the digital frontier. She only joined TikTok six months ago but has quickly embraced the platform.
"I do TikTok Lives every day at seven o'clock. I've grown a big fan base there - I call them my TikTok family," she says. "
"I do giveaways, give tickets away for my fights. They came to California, they came to El Paso. You do battles, you meet so many people. I'm excited to make history."
Headlining on TikTok feels natural for a champion who has seized every non-traditional stage to push women's boxing into the spotlight.
Serrano shared 30 brutal rounds across three historic bouts with Katie Taylor - twice on Netflix - and alongside the Irishwoman and Claressa Shields, has driven the sport's commercial boom.
She credits Most Valuable Promotions co-founders Nakisa Bidarian and Jake Paul with helping transform both her career and the wider sport, saying she was close to retirement before joining the promotion.
"When I leave this sport, I want to be considered a game-changer," Serrano adds.
Having matched Martin's 32 stoppages, Serrano believes returning to two-minute rounds for this 12-round bout could deliver the finish.
"We all want a knockout," she says. "With the two minutes, I get to give it my all. It's so much higher pace than three minutes. I can just give everything."
Beyond Friday, the curtain is coming down. Serrano has mapped out a solitary farewell in Puerto Rico, targeted for later this year or early 2027.
While former undisputed super-bantamweight champion Ellie Scotney has moved up to featherweight and is targeting Serrano, the reigning champion remains focused on her exit strategy.
She has already begun guiding the next generation under MVP, managing talents like Krista Rosado and Alexis Chaparro.
"I love Ellie as a person, and as a fighter she's great, but right now I'm concentrating on this fight," Serrano says.
"Seventeen years, I've accomplished what I wanted. Now it's time to enjoy the sport from the other side, watching them."
Fittingly, long-time rival Taylor is also preparing for her own farewell against Flora Pili at Dublin's Croke Park on 5 September.
"I already fought my dream opponent three times," Serrano smiles. "Retiring so close together, we might share the Hall of Fame together.
"I wouldn't be prouder than to share that moment with Katie Taylor. She's a great champion and a great human being."
