100 THIEVES

100 THIEVES is an Ultimate Video Gaming Community and Esports Brand. 

If you think of gaming, fashion, and community coming together, you're thinking of 100 Thieves. Founded by Matthew "Nadeshot" Haag in 2017, 100 Thieves has grown into so much more than just an esports team—it's a lifestyle and a culture for gamers and fans around the world.

From the beginning, 100 Thieves has been a beacon for gamers everywhere. Nadeshot, an ex-Call of Duty champion and fan favorite, built the brand with a vision: to create a community where gamers could feel both competitive and connected. This vision was supported by major players like Drake, Dan Gilbert, and Scooter Braun, and today includes co-owners like the incredibly talented Rachell "Valkyrae" Hofstetter and Jack "CouRageJD" Dunlop, adding even more personality and inclusivity to the 100 Thieves family. Together, they’ve built an organization that is at the forefront of not just esports, but gaming culture.

The Power of Esports and Community

100 Thieves competes in some of the biggest esports titles, from Call of Duty to Valorant and League of Legends. Their teams, like the Los Angeles Thieves in the Call of Duty League or their Valorant roster, have delivered countless thrilling matches, legendary plays, and intense rivalries. This dedication to esports has led to championship victories and memorable moments that fans around the world love to relive and share.

But what makes 100 Thieves truly special isn’t just their competitive success—it's how they bridge the gap between competition and community. Every fan feels a part of the journey, whether it’s celebrating a big win, rallying behind a comeback, or feeling the passion during tough losses. The 100 Thieves Compound in Culver City serves as more than just a headquarters; it’s a symbol of their commitment to inclusivity, creativity, and innovation in esports. It's a place where gamers, streamers, and fans intersect—a hub for not just the game, but for everything around it.

Gaming Meets Lifestyle

100 Thieves isn’t just a gaming organization—it’s a lifestyle brand that’s about looking good while being yourself. From stylish streetwear collections to collaborations with brands like Gucci and Cash App, 100 Thieves is at the forefront of merging gaming with fashion. Their clothing drops are coveted not just by gamers but by anyone who wants to rock the 100T logo and feel a part of the culture. Fans camp online to grab the latest 100 Thieves apparel, and the gear is seen as much on the streets as it is at esports events.

The passion for creativity doesn’t stop with apparel. Their content creators are just as iconic. From Valkyrae's incredible streams and YouTube content to CouRageJD’s entertaining and insightful commentary, 100 Thieves has become a content powerhouse. These personalities are not just members of the organization; they’re the faces that make fans feel welcome, included, and part of something bigger.

Taking Risks, Expanding Frontiers

100 Thieves isn't afraid of taking risks. Whether it's starting their own energy drink brand, Juvee, or making moves in the gaming hardware space by acquiring Higround, they push the boundaries of what a gaming organization can be. They also announced plans to develop their own video game, showing just how ambitious the vision of 100 Thieves has grown.

Their partnerships go beyond typical sponsorships—they embrace and embody their sponsors. Whether it's a drink with Truly Seltzer or their tech collaborations, everything feels thoughtfully integrated, showing their commitment to creating value both for fans and partners alike. In 2024, the organization joined the Esports World Cup Foundation, further cementing their commitment to expanding esports globally.

A Journey with Ups and Downs

Every successful journey has its hurdles, and 100 Thieves is no different. From layoffs to restructuring parts of the business, they've faced the tough times head-on, making hard decisions to come back stronger. They spun off different units like their game studio and energy drink brand to focus on their core strengths—esports and apparel. As fans, we recognize that resilience is at the heart of the organization. It is that ability to rise again, adapt, and push forward that makes 100 Thieves not just an esports brand but a community built on passion and perseverance.

What Makes 100 Thieves Unique?

It’s the people. Nadeshot, Rae, CouRage, and all the talented creators, pro players, and staff behind the scenes. It’s the fans, who are an integral part of the journey—sharing moments, buying the merch, watching the streams, and being there through thick and thin. 100 Thieves is built by gamers for gamers, but it has transcended that label to become a broader culture of entertainment, fashion, and lifestyle.

Whether it's tuning in to watch an epic Valorant match, lining up for the latest hoodie drop, or cheering on CouRageJD as he cracks jokes live on stream—being part of the 100 Thieves community feels like belonging to something that truly gets what gaming is all about.

With 100 Thieves, it's always about more than just the game; it's about the lifestyle, the friends, the grind, and the fun. It’s about being part of something that feels alive, vibrant, and unapologetically centered on the people who make gaming culture what it is. And for that, we, as fans, wouldn’t have it any other way.