1inch Partners with Bruce Lee Family for “Take Crypto SeriousLee” Campaign to Boost DeFi Adoption

In an exclusive interview with Cointelegraph, 1inch co-founder Sergej Kunz explained that the campaign draws on Bruce Lee’s principles of “efficiency and precision” to frame DeFi as a powerful, forward-thinking financial alternative rather than a speculative investment.

Kunz highlighted that this collaboration, nearly three years in the making, is intended to honour Lee’s legacy while showcasing DeFi’s potential to transform the financial landscape.

The campaign includes a video release and various initiatives set to roll out over the coming months.

Kunz also shared his stance on DeFi regulation, emphasizing the need for balanced frameworks that protect users without hindering innovation. He advocates for anti-money laundering (AML) and compliance checks that align with DeFi’s decentralized nature. “Web3 covers diverse areas—finance, gaming, gambling, and more—and requires a regulatory approach that suits its unique technology,” he explained, urging for collaboration between regulators and creators to ensure user protection.

Regarding the 1inch name, Kunz noted it was inspired by Bruce Lee’s famous “one-inch punch”—a move that embodies maximum impact with minimal effort, a philosophy 1inch aims to bring to DeFi.

The Bruce Lee Family Company, founded by Shannon Lee, Bruce Lee’s daughter, is dedicated to preserving her father’s legacy. This new partnership marks what 1inch sees as the beginning of Lee’s influence in the Web3 space. The Bruce Lee Family Company had previously entered Web3 with the “Formless Form” NFT collection in January 2022, celebrating Lee’s contributions to martial arts, philosophy, and cinema.

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