How 1inch Is Fighting Crypto’s Bad Rap With Unlikely Bruce Lee Partnership

• 1inch wants people to take crypto more seriously.
• To drive crypto adoption, the platform has entered an unlikely partnership with the Bruce Lee Estate.
• The decentralized exchange suggested that the partnership had been a long time coming.

Despite crypto’s lofty goals of revolutionizing finance, ownership, and privacy, from the outside looking in, what most people are likely to see is a lot of price speculation, Ponzi schemes, and scams. This is not helped by the recent memecoin fever that currently seems to have the sector on a chokehold. 

This image of unseriousness has continued to pose a hurdle to crypto adoption and is what leading crypto decentralized exchange 1inch is seeking to tackle. Recently, the platform has unveiled a campaign to drive broader crypto adoption and get people to … “Take Crypto seriousLee.” 

An Unlikely Partnership 

To drive crypto adoption, 1inch has unveiled an unlikely partnership with the Bruce Lee Family Company. In an October 28 statement , the platform disclosed that it was launching a campaign with the slogan “Take Crypto seriousLee” in partnership with the Bruce Lee Family Company to bolster the perception of crypto in the same way the famous actor helped popularize martial arts.

“The campaign 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,” the statement read.

The first video in the Take Crypto SeriousLee campaign has already been released. The 1 minute 22 second clip features the renowned martial artist appearing at multiple points to urge people to take things seriously, “especially crypto,” touting 1inch as the platform offering the best experience. 

So far, this first video shared on YouTube with 1inch’s nearly 7,000 subscribers has garnered only 349 views in its first 15 hours.

Interestingly, 1inch has suggested that the recent Bruce Lee tie-up has been a long time coming.

A Long-Standing Association?

According to the recent statement, 1inch has been linked to Bruce Lee since its launch.

“Since the very launch, 1inch has been closely connected to the heritage of Bruce Lee, a legendary Hong Kong-American martial artist and actor widely believed to be one of the greatest martial artists of all time. The very name ‘1inch’ comes from Bruce Lee’s iconic ‘one-inch punch,’ and we have always valued his versatility, agility and innovativeness – qualities that have consistently guided us in the development of our products, such as Fusion+,” the statement read.

Meanwhile, Bruce Lee’s daughter, Shannon Lee, expressed excitement about the partnership while extolling values such as innovation and creativity. 

“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. It has been delightful bringing the ‘Take Crypto SeriousLee’ campaign to fruition and I look forward to our continued partnership,” she wrote.

The recent 1inch partnership is not the Bruce Lee Estate’s first rodeo in the crypto industry. In April 2023, the estate released an NFT collection in partnership with Shibuya, an NFT-focused video platform, called “House of Lee: Genesis.”

On the Flipside 

• Some have argued that despite the pitfalls of memecoins and speculative crypto activities, they still serve as key drivers of crypto adoption.
• The Take Crypto seriousLee campaign has yet to garner significant traction.

Why This Matters

Despite being around for over a decade, the crypto industry has yet to break into the mainstream. 1inch’s recent Bruce Lee partnership is one of many efforts that could bring more and more non-native crypto users to the industry.

Read this for more on 1inch:
1inch Taps Mastercard and Crypto Life for Web3 Debit Card

See why observers are bullish on Bitcoin:
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