Dimon called bitcoin a "fraud" and said he would fire employees who traded it.
A cryptocurrency start-up has taken out a full-page ad in the Wall Street Journal to take a dig at JPMorgan Chase CEO Jamie Dimon, who recently called bitcoin a "fraud".
Switzerland-based start-up Eidoo launched Wednesday and bills itself as a digital wallet for people to hold ethereum, the second-largest cryptocurrency by market cap. It has plans to launch a debit card to spend both ethereum and bitcoin as well as an exchange to trade both.
The WSJ ad, which is a clear public relations stunt as the company launches, reads: "Maybe Jamie will fire you. But, you'll be free to trade in the crypto-world."
Eidoo is taking aim at Dimon's comments on bitcoin in which he called it a "fraud" and said that he'd "fire in a second" any JPMorgan trader who was trading bitcoin because "it's against our rules and they are stupid."
The start-ups stunt likely did not come cheap. A full page ad in the WSJ costs near $250,000, according to the newspaper.
But it's a way for the company to try and cut through the noise currently in the cryptocurrency world.
Bitcoin and other cryptocurrencies like ethereum have seen huge rallies this year , thanks to rising interest from institutional investors, and some favorable regulation in countries like Japan.
But the crypto world has received a lot of criticism too. While Dimon hit out against bitcoin, others have taken aim at initial coin offerings (ICOs), which is a way for start-ups to raise money through cryptocurrencies. Wikipedia founder Jimmy Wales told CNBC in a recent interview that ICOs are an "absolute scam."
Still, there are a lot of people talking up the potential of bitcoin. In an interview with CNBC on Tuesday, former hedge fund manager Michael Novogratz told CNBC he can see bitcoin heading over $10,000 in six to 10 months .