The cecentralized finance (DeFi) platform 1inch and the family of legendary martial arts star Bruce Lee have teamed up in a new initiative aimed at changing the public’s perception of cryptocurrencies.  

The push, dubbed ‘Take crypto SeriousLee,” aims to debunk the idea that crypto is unserious or purely speculative. Instead, it’ll present DeFi and Web3 as the future of financial systems. 

While announcing the partnership, 1inch stressed its strong relationship with the Bruce Lee family. For instance, the firm said it derived its name from the late Kung-Fu star’s famed one-inch punch. It also affirmed that it looks up to Lee’s versatility, agility, and innovativeness to inspire its product development. 

‘Take Crypto SeriousLee’ is a tribute to Bruce Lee’s legacy

According to 1inch’s co-founder Sergej Kunz, the campaign is the culmination of three years of work between the parties. Besides paying homage to the Bruce Lee family, it will spearhead mainstream crypto adoption.

He 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.

~Sergej Kunz

Kunz further suggested the collaboration comes at the right time, characterized by DeFi reaching a stage where the public’s trust and understanding of its tenets are vital. 

On their part, the Bruce Lee family expressed its excitement about working with the crypto firm in the campaign featuring its patriarch. Through Shannon Lee, the legend’s daughter, it affirmed its delight in actualizing the “Take Crypto SeriousLee” campaign. Shannon also shared her optimism for the duo’s continued partnership. 

Regulating DeFi and Web3 requires a different approach 

Kunz took the partnership’s announcement as an opportunity to share his thoughts on regulating the DeFi sector. He held that establishing regulatory benchmarks in the space will help entrench clarity. 

To him, adopting measures like compliance checks and AML screening is critical to increasing the sector’s regulatory friendliness and spurring innovation. That said, Kunz insisted that regulating the DeFi and Web3 spaces calls for a different approach to the measures used in traditional finance. 

He explained that the duo’s diverse landscape requires unique solutions tailored to those technologies. Consequently, all of the industry’s players must find ways to protect users while avoiding decisions that could stifle growth. 

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