100 Thieves began as a simple dream. In 2017, Matthew “Nadeshot” Haag, a former professional Call of Duty player, founded the organization. His goal was to combine competitive gaming, lifestyle, and apparel under one brand. Today, 100 Thieves stands as a global esports powerhouse. The brand influences gaming culture and fashion alike.
The Early Days of 100 Thieves
At the start, they focused on competitive gaming. They quickly built teams in popular titles like League of Legends and Call of Duty. Their strategy was simple. Recruit skilled players. Build strong management. Provide the best support system. The results came fast. The Call of Duty team won the 2018 Call of Duty World League Championship. It marked their first major success.
Beyond esports, the team invested in content creation. They hired top content creators and streamers. This approach helped them build a massive following on platforms like YouTube and Twitch. Their content covers gameplay, lifestyle, and behind-the-scenes looks into professional gaming. This strategy widened their appeal beyond just competitive players.
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Today, 100 Thieves competes in multiple games. League of Legends remains one of their flagship divisions. In the North American League, they consistently perform well. Their recent victory over Cloud9 secured them a spot in the playoffs. Fans now anticipate their next clash against Shopify Rebellion. The goal? Qualify for the World Championship.
The organization also excels in VALORANT. They constantly adjust their roster to stay competitive. Recently, they promoted Kess to the active lineup. They also appointed Zander as the new in-game leader. These moves aim to keep the team strong in a highly competitive scene.
Another important chapter is their entry into the VALORANT Game Changers circuit. 100 Thieves fields a team that supports women and marginalized genders. The roster shines with talent and determination. It reflects the organization’s commitment to diversity and inclusion.
The Fashion Side of 100 Thieves
the team does more than compete. They innovate in fashion. The brand merges esports culture with streetwear style. Their apparel lines appeal to gamers and fashion enthusiasts alike. In 2025, they launched a limited-edition capsule inspired by the popular anime Demon Slayer. The collection includes jerseys, hoodies, tees, and accessories.
The brand’s collaboration with Adidas stands out. This partnership produced several collections blending modern streetwear with gaming culture. Fans and fashion lovers alike appreciate the bold designs and high-quality materials. This blend of esports and fashion creates a unique identity for 100 Thieves. It makes them stand out in a crowded industry.
Looking Ahead: Next Moves
100 Thieves constantly evolves. Recently, they announced their departure from the League of Legends Championship of the Americas League (LTA) after the 2025 season. The decision shocked many fans. But the organization emphasizes growth in other areas. They plan to focus more on content creation, fashion, and emerging esports titles.
The future holds more opportunities. As gaming culture expands, 100 Thieves positions itself as a leader. They aim to create more lifestyle content. They plan to launch new apparel collections. Their esports teams will stay competitive with smart roster moves and fresh talent recruitment.
100 Thieves understands the importance of community. Their content connects players and fans. The fashion appeals to the next generation. Their competitive teams push for glory. This blend makes them a cultural icon in esports.
In conclusion, 100 Thieves started as a small esports team. Today, they lead in gaming, content, and fashion. Their journey reflects ambition, creativity, and adaptability. As they grow, they continue shaping the future of esports culture.
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