1inch partners with Bruce Lee family to make crypto mainstream

1inch, a decentralized finance (DeFi) platform, has partnered with the Bruce Lee Family Company to make Web3 and DeFi more accessible to mainstream audiences.

Under the campaign tagline “Take Crypto SeriousLee,” this alliance aims to shift public perception of crypto from speculation to a future-focused financial tool.

Since its inception, 1inch has “closely connected” to Bruce Lee’s legacy, drawing inspiration from his renowned “one-inch punch” – a technique symbolizing precision, speed, and power.

These qualities, foundational to Bruce Lee’s martial arts style, have guided 1inch’s approach to building efficient and agile DeFi solutions.

The formal partnership with the Bruce Lee Family Company solidifies this connection, as both organizations look to amplify DeFi’s reach and impact.

Through the new “Take Crypto SeriousLee” campaign, 1inch and the Bruce Lee Family Company will address common misperceptions about crypto.

By likening the evolution of digital finance to Bruce Lee’s role in popularizing martial arts in the 1970s, the campaign hopes to explain DeFi’s benefits in relatable terms.

Like Bruce Lee’s films, which captivated global audiences, 1inch, and the Bruce Lee Family Company aim to demystify decentralized finance and demonstrate how it offers a forward-thinking alternative to traditional banking.

Sergej Kunz, co-founder of 1inch, shared his longstanding admiration for Bruce Lee, crediting the martial artist with inspiring the company’s name and mission.

“I’ve been inspired by Bruce Lee since childhood, ever since I first took up martial arts,” says Sergej Kunz

Our project was named after Bruce Lee’s iconic punch. And 1inch has always stuck to Bruce Lee’s values, including integrity, resilience and a serious approach to every endeavor he pursued.” Kunz said.

“Now, partnering with the Bruce Lee Family Company feels like the natural next step, and I hope it will help spread Bruce Lee’s values alongside the benefits of Web3 to a wider audience.”

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Shannon Lee, Bruce Lee’s daughter and head of the Bruce Lee Family Company, echoed this sentiment. “We’re excited to have worked with 1inch for the launch of the new marketing campaign featuring Bruce Lee” she said.

“We all value the importance of innovation and speed, as well as fun and creativity. “It has been delightful bringing the ‘Take Crypto SeriousLee’ campaign to fruition and I look forward to our continued partnership”, Shannon added.

The collaboration is set to unfold through a series of digital campaigns and activities aimed at simplifying DeFi for newcomers.

As more activities are planned in the coming months, the 1inch and Bruce Lee Family Company partnership signals a unique approach to making Web3 technology both accessible and engaging to a global audience, tapping into the legendary appeal of Bruce Lee’s legacy.