In summary
- Decentralized exchange (DEX) 1inch has announced a long-term agreement with the Bruce Lee Family Company to promote the adoption of Cryptocurrency and decentralized finance (DeFi) with the “Take Crypto SeriousLee” campaign.
- The campaign aims to change the public perception of cryptocurrencies from speculation to a practical financial system for the future, using the image and ethos of the late martial artist and actor, Bruce Lee.
- 1inch and the Bruce Lee Family Company will run an advertising campaign with the slogan over the next few months, starting with a promotional video.
Decentralized exchange (DEX) 1inch has announced a long-term agreement with the Bruce Lee Family Company to promote the adoption of cryptocurrency and decentralized finance (DeFi) with the “Take Crypto SeriousLee” campaign.
According to the announcement, “Take Crypto SeriousLee” aims to change the public perception of cryptocurrencies from speculation to a practical financial system for the future, using the image and ethos of the late martial artist and actor, Bruce Lee.
1inch and the Bruce Lee Family Company will run an advertising campaign with the tagline over the next few months, with the push already starting with a promotional video.
The partnership builds on an existing connection, with 1inch noting that its own company name is inspired by Lee’s iconic “one-inch punch,” a technique that embodies maximum impact with minimal effort. Just as Lee’s films introduced martial arts to the global stage in the 1970s, this campaign seeks to make DeFi and Web3 more accessible and attractive to mass audiences.
“We want to spread the values of Bruce Lee along with the benefits of Web3 to a wider audience,” 1inch co-founder Sergej Kunz said in a statement. “I have been inspired by Bruce Lee since childhood, since I started practicing martial arts.”
“1inch has always adhered to the values of Bruce Lee, including integrity, resilience and a no-nonsense approach to every endeavor he undertook,” Kunz added.
1inch did not immediately respond to a request for comment from Decrypt.
The partnership with 1inch builds on the Bruce Lee estate’s previous efforts to engage with Web3 technologies. In April 2023, the estate collaborated with Shibuya, an NFT-powered video platform, to launch the “House of Lee: Genesis” NFT. The $15 Ethereum token, featuring artwork by Emily “pplpleasr” Yang and Shannon Lee, was promoted as “your ticket to the House of Lee.”
Bruce Lee has also been featured in the metaverse game Byte City and through collectibles on the Ethernity network.
Edited by Andrew Hayward
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