1inch, a decentralized finance (DeFi) platform, has partnered with the Bruce Lee Family Company to promote DeFi adoption through the “Take crypto seriousLee” campaign.

The collaboration aims to achieve improved adoption of DeFi through Bruce Lee’s legacy while highlighting the shared values between 1inch’s technology and Lee’s philosophy.

Sergej Kunz, co-founder of 1inch, told Cointelegraph that the partnership has been “almost three years” in the making and serves to “drive mainstream adoption [and] as a tribute to the Bruce Lee family.”

Kunz added that 1inch has plans “to continue collaborating with the Bruce Lee brand in the future,” suggesting that this may be just the beginning of Lee’s influence in Web3.

Related: 1inch reveals new cross-chain swap feature

Campaign details

Under the newly established and long-awaited partnership, 1inch and the Bruce Lee Family Company will run an ad campaign with the slogan “Take crypto seriousLee.”

The campaign will focus on changing the narrative around crypto by attempting to associate it with Lee’s legacy of “efficiency and precision” rather than being seen as purely speculative.

A news release shared with Cointelegraph said that the campaign aims to “convey to mass audiences that it represents that financial system of the future.”

Related: 1inch Network releases cross-chain innovation white paper

Long-term plans and pro-DeFi regulations

With the partnership kicking off via a video release and various activities over the “coming months,” Kunz spoke to Cointelegraph about his outlook on DeFi regulations. He said:

“It’s essential to establish regulatory standards in DeFi to bring greater clarity. Implementing practices like AML screening and compliance checks can enhance our environment and make it more regulatory-friendly, while still allowing innovation to thrive.”

Kunz added that DeFi and Web3 “need regulation,” but not the same as traditional finance or other industries.

“Web3 covers diverse areas – finance, gaming, gambling, and more – and requires a regulatory approach that suits its unique technology. It’s essential for regulators and project creators to collaborate on balanced solutions that protect users while fostering innovation, rather than imposing restrictive measures that could hinder growth.” 

Related: 1inch partners with Blockaid to combat DeFi fraud and cyber threats

The history behind the partnership

Kunz said that initially, at a hackathon in 2019, the team chose the name “1inch” because it “captured the essence” of the team’s creation and “represented maximum impact with minimum effort.”

“[...] much like Bruce Lee’s one-inch punch. This alignment with Bruce Lee’s efficiency and precision made now the perfect time to formalize this connection, as DeFi reaches a stage where mainstream understanding and trust are essential.” 

The Bruce Lee Family Company, founded by Lee’s daughter, Shannon Lee, is a mission-based organization dedicated to preserving and safeguarding Lee’s legacy.

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