100 Thieves, founded April 2017 by former Call of Duty pro Matt “Nadeshot” Haag, became esports’ most successful lifestyle brand. The organization combined competitive gaming, apparel drops, and premium content into a new blueprint for esports orgs.
Business Model
Unlike traditional esports teams focused solely on competition, 100 Thieves prioritized lifestyle branding. Limited-edition streetwear drops sold out instantly. The team signed content creators alongside pro players, building a media company that happened to compete in esports.
Competitive Success
100 Thieves fielded teams in League of Legends, Valorant, Call of Duty, and Apex Legends. The League team reached Worlds 2021 finals. Valkyrae, CouRage, and other creators built massive audiences while wearing 100T merch.
By 2021, 100 Thieves raised $60 million at $460 million valuation—proving esports could thrive through culture, not just tournament winnings.