The on-chain trading platform 1inch has partnered with Kung Fu legend Bruce Lee in an effort to change the perception of cryptocurrency into one that “represents the financial system of the future.”
The partnership was announced through a blog post where the network said they have signed a long-term agreement with the Bruce Lee Family Company.
While the partnership may appear to be random at first glance, the crypto-focused platform says its name comes from Bruce Lee’s iconic ‘one-inch punch’ with the team having always valued his “versatility, agility, and innovativeness.”
To kick off the duo’s deal, an ad campaign with the slogan ‘Take crypto seriousLee’ has been launched. The aim is to “shift the perception of crypto from being seen as unserious or purely speculative and to convey to mass audiences that it represents the financial system of the future.”
In 2019, after two sleepless nights coding at ETHGlobal New York, @deacix and @k06a unleashed the unstoppable force of 1inch onto the blockchain—like Bruce Lee's legendary 1-inch punch👊💥
Today destiny comes full circle as we join forces with @brucelee ☯️#TakeCryptoSeriousLEE pic.twitter.com/OfXlD0CvGY
— 1inch (@1inch) October 28, 2024
“Just like Bruce Lee helped popularize martial arts in his 1970s films, the partnership between 1inch and the Bruce Lee Family Company aims to popularize DeFi and Web3, explaining the benefits of the new finance system to potential new users,” writes 1inch in the blog post.
The Bruce Lee Family Company is now run by the martial arts masters daughter Shannon Lee and it’s a mission-based organization which is dedicated to sharing the art and philosophy of Bruce Lee to inspire personal growth and harmonious individuality.
Shannon Lee said: “We’re excited to have worked with 1inch for the launch of the new marketing campaign featuring Bruce Lee. We all value the importance of innovation and speed, as well as fun and creativity,” says Shannon Lee, Bruce Lee’s daughter. “It has been delightful bringing the ‘Take Crypto SeriousLee’ campaign to fruition and I look forward to our continued partnership.”
The founder of 1inch, Sergej 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.”
Featured Image: Via 1inch blog post