1inch and Bruce Lee Family Company Join Forces to Foster Adoption of DeFi and Web3 Among Mass Audiences

The partnership will feature a range of activities over coming months, kicks off with the release of the video.

Cryptocurrency aggregator 1inch has announced a partnership with the Bruce Lee Family Company for an ad campaign aimed at fostering mass adoption of DeFi and Web3.

The partnership will see 1inch and the Bruce Lee Family Company collaborate on a range of activities over the coming months, kicking off with the release of a video ad. The ad campaign will feature the slogan “Take crypto seriousLee.”

The partnership is a natural fit, given 1inch’s close association with the Bruce Lee heritage since the company's launch. The name “1inch” itself is derived from Bruce Lee’s legendary “one-inch punch.”

According to 1inch, the partnership aims 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.

“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,” 1inch said in a statement.

The ad campaign will be supported by a user competition, with the prize being a limited edition NFT. Users can check the official 1inch social media channels for more details on the competition.

“I’ve been inspired by Bruce Lee since childhood, ever since I first took up martial arts,” said Sergej Kunz, 1inch co-founder. “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.”

“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,” he added.

“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,” said 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.”

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