100 Thieves

100 Thieves, commonly abbreviated as 100T, is an American esports organization and gaming lifestyle brand headquartered in Los Angeles, California. Matthew Haag, better known as Nadeshot, founded the organization in 2017 after establishing himself as a professional Call of Duty player, team captain, and online creator. The company was designed from the beginning to operate as more than a conventional esports club: competitive teams provide sporting credibility, creators and video production generate recurring audience attention, and apparel and other consumer products turn that audience into a lifestyle community. The organization initially became prominent through Call of Duty competition. Its 2019 team won events at CWL London and CWL Anaheim and reached the final of the 2019 Call of Duty World Championship. After initially declining to enter the franchised Call of Duty League, the company returned in 2020 by acquiring the league position associated with OpTic Gaming and competing as the Los Angeles Thieves. That team won the 2022 Call of Duty League Championship, giving 100 Thieves its first world championship in a major esport. 100 Thieves has also competed in Valorant, Apex Legends, Counter-Strike, and other titles. In Valorant, the organization won the inaugural First Strike North America tournament in 2020 and was later selected for Riot Games’ Americas partnership program. Its Apex Legends team placed third at the 2022 Apex Legends Global Series World Championship. Esports participation is periodically reorganized as league structures, commercial opportunities, and competitive results change. Alongside competition, 100 Thieves has developed a recognizable apparel business influenced by streetwear, gaming culture, and athletic-casual clothing. Limited product drops, branded tops, outerwear, accessories, and collaborations help position the organization as a consumer brand rather than only a team operator. The company has also pursued sponsorships, creator partnerships, gaming hardware, and adjacent consumer ventures. It acquired gaming-peripheral company Higround in 2021, while later separating or reducing emphasis on some non-core businesses, including its game-development and energy-drink initiatives. The organization has raised several private funding rounds involving prominent investors and has used that capital to expand its teams, content operations, facilities, products, and partnerships. It remains privately held. Leadership and competitive rosters have changed substantially over time; Nadeshot stepped back from the chief executive role in 2025 while remaining involved in other capacities. In the esports landscape, 100 Thieves is notable for integrating competition, entertainment, creator-led media, and merchandise into one brand system.

Matthew Haag founded 100 Thieves in 2017 after gaining recognition as a Call of Duty professional and creator. His background shaped the company’s hybrid model: the organization would field competitive teams, publish personality-driven content, and sell products carrying a consistent visual identity. An investment from Dan Gilbert later in 2017 provided resources for expansion. The organization’s early competitive profile was built in Call of Duty. Its 2019 roster qualified for the Call of Duty World League and won events in London and Anaheim before finishing runner-up at that year’s world championship. In 2020, 100 Thieves entered Valorant and built a roster around Spencer Martin (Hiko) and other established players. The team won the first North American Valorant First Strike event, creating an early landmark for the new title. Growth accelerated through private financing. A $25 million Series A announced in 2018 was co-led by Scooter Braun and Drake, while a $35 million Series B in 2019 was led by Artist Capital Management. In 2020 the company entered the franchised Call of Duty League as Los Angeles Thieves. That team ultimately won the 2022 league championship. The organization also developed teams in Apex Legends and other games; its Apex roster finished third at the 2022 global championship. 100 Thieves expanded its commercial footprint through sponsorships, creator programming, apparel, and hardware. Partnerships with Truly and Twisted Tea were announced in 2021, and the company acquired gaming-peripheral brand Higround later that year. A Series C announced in December 2021 raised $60 million. In 2022 the organization explored publishing a video game, hired former Telltale executive Pete Hawley as chief product officer, and launched the Juvee energy-drink brand through Nadeshot. The expansion phase was followed by retrenchment. Content-team layoffs occurred in 2022, further workforce reductions were reported in 2023, and the company said its game studio and energy-drink business would be spun out or separated as it concentrated on esports and apparel. The organization continued to adjust its competitive portfolio, including participation in Riot’s Valorant Americas partnership structure and later entries or returns in additional games. In 2024 it was selected for the Esports World Cup Club Support Program. Haag subsequently said he was stepping back from the CEO position in 2025, marking a shift from founder-led executive management while preserving his association with the brand.

1. 2025Founder steps back as CEO

   Matthew Haag confirms that he is no longer the company’s chief executive.

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2. 2024Esports World Cup Club Support selection

   100 Thieves is selected for the Esports World Cup Club Support Program.

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3. 2022Call of Duty League championship

   Los Angeles Thieves wins the 2022 Call of Duty League World Championship.

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4. 2022Juvee launch and game-publishing initiative

   The organization announces plans around game publishing and launches the Juvee energy-drink brand.

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5. 2021Higround acquisition

   100 Thieves acquires gaming-peripheral company Higround.

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6. 2020Valorant entry and First Strike title

   100 Thieves enters Valorant and wins the first North American First Strike tournament.

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7. 2020Los Angeles Thieves joins the Call of Duty League

   The organization returns to franchised Call of Duty competition under the Los Angeles Thieves name.

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8. 2019Series B financing and Call of Duty success

   The company announces a $35 million Series B and its Call of Duty team wins events in London and Anaheim.

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9. 2018Series A financing

   100 Thieves announces a $25 million Series A led by Scooter Braun and Drake.

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10. 2017100 Thieves is founded

    Matthew Haag establishes 100 Thieves as an esports and lifestyle organization in Los Angeles.

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11. 2017Dan Gilbert investment

    An investment from Dan Gilbert supports the organization’s move toward a larger esports operation.

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A gaming lifestyle brand that connects professional esports, creator culture, entertainment, and streetwear.

• 100 Thieves apparelApparel and lifestyle2017

  The apparel business extends the organization’s identity into streetwear and athletic-casual clothing. Product releases have included branded tops, outerwear, bottoms, headwear, and accessories, often distributed through limited drops and collaborations. The line targets gaming audiences as well as consumers interested in contemporary streetwear, making merchandise a central part of the company’s brand rather than a secondary team souvenir.

• Esports teamsCompetitive gaming2017

  100 Thieves fields or has fielded professional teams in games including Call of Duty, Valorant, Apex Legends, Counter-Strike, Marvel Rivals, and Rainbow Six Siege. Teams compete under the 100 Thieves name or branded identities such as Los Angeles Thieves. Titles, leagues, rosters, and operating arrangements change as the organization responds to publisher structures and competitive strategy.

• Creator and content networkDigital entertainment2017

  Creators, streamers, video producers, and esports personalities form a major part of 100 Thieves’ audience and commercial model. Content ranges from gaming broadcasts and competitive coverage to lifestyle and entertainment formats. This network supports community engagement and gives the brand visibility beyond tournament schedules.

• HigroundGaming peripherals2021

  Higround is a gaming-peripheral brand acquired by 100 Thieves in 2021. Its products and collaborations connect gaming hardware with the design-led, limited-release approach associated with 100 Thieves’ apparel business.

• JuveeEnergy drinks2022

  Juvee was an energy-drink venture launched by Nadeshot in 2022. Later restructuring separated the energy-drink activity from the core 100 Thieves organization as the company refocused on esports and apparel.

• 2021Truly Seltzer and Twisted Tea sponsorships

  United States

  100 Thieves announced sponsorship relationships with Truly Seltzer and Twisted Tea, extending its commercial presence beyond endemic gaming companies.

  Outcome. Added consumer-brand sponsorships to the organization’s partnership portfolio.

  Source

• 2023Refocus on esports and apparelStrategy

  Layoffs and pressure on newer business units prompted a narrower operating focus.

  What changed. The company reduced staff and announced that its game studio and energy-drink activities would be spun out or separated.

  Aftermath. The organization concentrated its stated priorities on competitive gaming and apparel.

  Source
• 2022Launch Juvee energy drinkProduct launch

  100 Thieves explored adjacent consumer categories alongside esports, content, and apparel.

  What changed. Nadeshot launched Juvee as an energy-drink brand.

  Aftermath. The energy-drink business was later separated from the core organization during restructuring.

  Source
• 2021Acquire HigroundM&A

  The organization sought to expand its connection with gaming hardware and consumer products.

  What changed. 100 Thieves acquired gaming-peripheral company Higround.

  Aftermath. The transaction became the organization’s first reported acquisition.

  Source
• 2020Enter the Call of Duty League as Los Angeles ThievesStrategy

  After initially indicating that it would not enter the franchised league, the organization acquired a league position associated with OpTic Gaming.

  What changed. 100 Thieves competed in the league under the Los Angeles Thieves identity.

  Aftermath. The team later won the 2022 Call of Duty League Championship.

  Source

• 2025Nadeshot steps back from 100 Thieves leadership

  Matthew Haag said he was no longer serving as chief executive while remaining involved with the organization in other roles.

  Leadership change
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• 2024100 Thieves joins Esports World Cup Club Support Program

  The organization was named among the clubs eligible for support connected with the Esports World Cup program.

  Other
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• 2023100 Thieves announces layoffs and business restructuring

  The company reported workforce reductions and said its game studio and energy-drink activities would be separated so the organization could focus more closely on esports and apparel.

  Other
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• 2022100 Thieves wins 2022 Call of Duty League Championship

  Los Angeles Thieves defeated Atlanta FaZe to win the organization’s first major world championship.

  Other
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• 2021100 Thieves acquires Higround

  The gaming-peripheral company became 100 Thieves’ first reported acquisition.

  M&A
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• 2020100 Thieves wins inaugural Valorant First Strike North America

  The organization defeated TSM in the final of Riot’s first First Strike tournament.

  Product launchOther
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• 2020100 Thieves enters the Call of Duty League as Los Angeles Thieves

  The organization announced its return to franchised Call of Duty competition after acquiring a league position associated with OpTic Gaming.

  Product launch
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• 2019100 Thieves announces $35 million Series B

  Artist Capital Management led a second major private funding round.

  Other
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• 2018100 Thieves announces $25 million Series A

  The funding round was co-led by Scooter Braun and Drake and included several venture investors.

  Other
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• 2017100 Thieves receives investment from Dan Gilbert

  An investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert supported the organization’s expansion beyond a small esports operation.

  M&AOther
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1. 100 Thieves
2. 100 Thieves official website