Decentralized exchange (DEX) aggregator 1inch announced a long-term deal with the Bruce Lee Family Company to promote crypto and decentralized finance (DeFi) adoption through the “Crypto SeriousLee” campaign.
According to the announcement, “Take Crypto SeriousLee” aims to use the likeness and ethos of the late martial artist and actor Bruce Lee to move crypto speculation into a viable financial system.
1inch and Bruce Lee's family company will run an advertising campaign with the slogan over the next several months, with the push already starting with a promotional video.
A partnership that builds on existing relationships, 1inch is inspired by Lee's own company name, the “one-inch punch,” a technique that demonstrates 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 appealing to a mass audience.
“We want to spread the values of Bruce Lee alongside the benefits of Web3 to a wider audience,” 1inch founder Sergey Kunz said in a statement. Ever since I started martial arts, I have been inspired by Bruce Lee since childhood.
Kunz added, “1inch has always adhered to Bruce Lee's values, including integrity, perseverance and a serious approach to all endeavors.
1 Inch 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 property partnered with Shibuya, a video platform run by NFT, to release “Lee: Genesis” on NFT. A $15 Ethereum token featuring artwork from Emily “Ppleasar” Yang and Shannon Lee has been billed as “Your Ticket to Lee's House.”
Bruce Lee has appeared in the Metaverse game Byte City and Collected Stuff on the Ethernity Network.
Edited by Andrew Hayward.
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