100 Thieves, founded in 2017 by former Call of Duty world champion Matthew “Nadeshot” Haag, has evolved from a competitive esports team into a leading streetwear brand within the gaming industry. Described as the “Supreme of esports,” the brand has successfully merged gaming culture with high-quality fashion, setting new standards for apparel in the gaming community. (Vogue Business)
🎮 Strategic Foundations
From its inception, 100 Thieves aimed to transcend traditional esports branding by creating merchandise that resonated with both gamers and fashion enthusiasts. Haag’s vision was to offer apparel that was not only representative of gaming culture but also met the standards of contemporary streetwear. This approach attracted significant investments, including a $60 million Series C funding round in 2021, bringing total funding to $460 million. Notable investors include Drake and Dan Gilbert, owner of the Cleveland Cavaliers and a founding investor in StockX. (Vogue Business)
👕 Fashion-Forward Collaborations
100 Thieves has distinguished itself through limited-edition apparel drops that often sell out rapidly, emphasizing exclusivity and quality. The brand has collaborated with major fashion and lifestyle companies, such as Adidas and Gucci, further cementing its status in the fashion world. These partnerships have allowed 100 Thieves to reach broader audiences and integrate gaming culture into mainstream fashion.
🏢 The 100 Thieves Compound
In 2020, 100 Thieves unveiled its 15,000-square-foot headquarters in Culver City, California. The facility, known as the 100 Thieves Compound, serves as a hub for esports training, content creation, and community events. It features dedicated training rooms for various esports teams, a content studio, and spaces designed to foster collaboration and innovation.
🌐 Influencer and Community Engagement
The brand’s growth has been bolstered by its association with prominent influencers and content creators. Co-owner Rachell “Valkyrae” Hofstetter and TikTok influencer Vinnie Hacker are among the personalities who have joined 100 Thieves, bringing with them substantial followings and enhancing the brand’s visibility across platforms. This strategy has helped 100 Thieves cultivate a loyal community that extends beyond traditional esports fans. (Vogue Business)
🔄 Strategic Refocusing
After exploring various ventures in 2023, 100 Thieves refocused its efforts in 2024 on its core strengths: esports and apparel. This strategic shift led to a resurgence in sponsorship interest and reinforced the brand’s position in the market. By concentrating on its primary competencies, 100 Thieves has continued to thrive and set trends within the industry. (Digiday)
Through a combination of strategic branding, high-quality apparel, influencer partnerships, and a commitment to community engagement, 100 Thieves has successfully positioned itself at the intersection of gaming and fashion, redefining what it means to be a lifestyle brand in the digital age.
