100 Thieves
An American esports organization and gaming lifestyle brand combining competitive teams, creator entertainment, and apparel.
Last updated August 21, 2026
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Overview
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.
History
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.
- 2025
Founder steps back as CEO
[1]Matthew Haag confirms that he is no longer the company’s chief executive.
- 2024
Esports World Cup Club Support selection
[1]100 Thieves is selected for the Esports World Cup Club Support Program.
- 2022
Call of Duty League championship
[1]Los Angeles Thieves wins the 2022 Call of Duty League World Championship.
- 2022
Juvee launch and game-publishing initiative
[1]The organization announces plans around game publishing and launches the Juvee energy-drink brand.
- 2021
Higround acquisition
[1]100 Thieves acquires gaming-peripheral company Higround.
- 2020
Valorant entry and First Strike title
[1]100 Thieves enters Valorant and wins the first North American First Strike tournament.
- 2020
Los Angeles Thieves joins the Call of Duty League
[1]The organization returns to franchised Call of Duty competition under the Los Angeles Thieves name.
- 2019
Series B financing and Call of Duty success
[1]The company announces a $35 million Series B and its Call of Duty team wins events in London and Anaheim.
- 2018
Series A financing
[1]100 Thieves announces a $25 million Series A led by Scooter Braun and Drake.
- 2017
100 Thieves is founded
[1]Matthew Haag establishes 100 Thieves as an esports and lifestyle organization in Los Angeles.
Products and positioning
A gaming lifestyle brand that connects professional esports, creator culture, entertainment, and streetwear.
Apparel and lifestyle · 2017
100 Thieves apparel
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.
Competitive gaming · 2017
Esports teams
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.
Digital entertainment · 2017
Creator and content network
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.
Gaming peripherals · 2021
Higround
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.
Energy drinks · 2022
Juvee
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.
Marketing campaigns
- 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.
Brand decisions
2023
Refocus on esports and apparelStrategyBackground
Layoffs and pressure on newer business units prompted a narrower operating focus.
Action taken
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.
2022
Launch Juvee energy drinkProduct launchBackground
100 Thieves explored adjacent consumer categories alongside esports, content, and apparel.
Action taken
Nadeshot launched Juvee as an energy-drink brand.
Aftermath
The energy-drink business was later separated from the core organization during restructuring.
2021
Acquire HigroundM&ABackground
The organization sought to expand its connection with gaming hardware and consumer products.
Action taken
100 Thieves acquired gaming-peripheral company Higround.
Aftermath
The transaction became the organization’s first reported acquisition.
2020
Enter the Call of Duty League as Los Angeles ThievesStrategyBackground
After initially indicating that it would not enter the franchised league, the organization acquired a league position associated with OpTic Gaming.
Action taken
100 Thieves competed in the league under the Los Angeles Thieves identity.
Aftermath
The team later won the 2022 Call of Duty League Championship.
Recent events
- 2025
Nadeshot steps back from 100 Thieves leadership[1]
Leadership change
Matthew Haag said he was no longer serving as chief executive while remaining involved with the organization in other roles.
- 2024
100 Thieves joins Esports World Cup Club Support Program[1]
Other
The organization was named among the clubs eligible for support connected with the Esports World Cup program.
- 2023
100 Thieves announces layoffs and business restructuring[1]
Other
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.
- 2022
100 Thieves wins 2022 Call of Duty League Championship[1]
Other
Los Angeles Thieves defeated Atlanta FaZe to win the organization’s first major world championship.
- 2021
100 Thieves acquires Higround[1]
M&A
The gaming-peripheral company became 100 Thieves’ first reported acquisition.
- 2020
100 Thieves wins inaugural Valorant First Strike North America[1]
Product launch · Other
The organization defeated TSM in the final of Riot’s first First Strike tournament.
- 2020
100 Thieves enters the Call of Duty League as Los Angeles Thieves[1]
Product launch
The organization announced its return to franchised Call of Duty competition after acquiring a league position associated with OpTic Gaming.
- 2019
100 Thieves announces $35 million Series B[1]
Other
Artist Capital Management led a second major private funding round.
- 2018
100 Thieves announces $25 million Series A[1]
Other
The funding round was co-led by Scooter Braun and Drake and included several venture investors.
- 2017
100 Thieves receives investment from Dan Gilbert[1]
M&A · Other
An investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert supported the organization’s expansion beyond a small esports operation.
Sources5 sources
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