# 100 Thieves

> 100 Thieves is a Los Angeles gaming and lifestyle company founded by Matthew “Nadeshot” Haag in 2017. It combines professional esports teams, creator-led entertainment, streetwear and commercial brand partnerships, with gaming hardware through its Higround acquisition. Fans buy products and follow teams and creators; advertisers buy access to those communities.

- **Founded:** 2017
- **Headquarters:** Los Angeles, United States
- **Founders:** Matthew Haag (Founder; known as Nadeshot. Historically CEO; operational responsibilities changed in 2024.)
- **Products:** Professional esports teams, 100 Thieves Apparel, Creator entertainment, Brand partnerships, Higround
- **Notable:** Won CWL London and Anaheim in 2019., Won VALORANT First Strike North America in 2020., Won its first LCS championship in 2021.

## Products & services

- **Professional esports teams** — Team operations, competition and fan content, including LA Thieves in Call of Duty and programs in VALORANT, Counter-Strike 2, Apex Legends and Rainbow Six Siege. Participation varies by season.
- **100 Thieves Apparel** — Direct-to-consumer streetwear, team jerseys, accessories and limited collaborations.
- **Creator entertainment** — Gaming videos, livestreams, campaigns and community experiences.
- **Brand partnerships** — Commercial campaigns, branded products and fan events connecting advertisers with gaming audiences.
- **Higround** — Gaming keyboards and peripherals; acquired in October 2021. Acquisition price was not disclosed.
- **adidas Originals x 100 Thieves** — Apparel, accessories and footwear collection launched May 31, 2024.
- **Pokémon GO Fest Chicago capsule** — Mega Mewtwo X/Y hats, shirts and hoodies; the publisher confirmed matching avatar redemption with hoodie purchases.

## Achievements

- Won CWL London and Anaheim in 2019.
- Won VALORANT First Strike North America in 2020.
- Won its first LCS championship in 2021.
- LA Thieves won the 2022 Call of Duty League Championship.
- Reported 23 new sponsors and a 75% renewal rate in 2024, versus 11 and 50% in 2023.

## Latest updates

- **2026-06** — Company published its Pokémon GO Fest Chicago capsule recap.
- **2026-03** — Published a Lexus apparel collection and a recap of its Crime 101 campaign.
- **2026-02** — Announced entry into Rainbow Six Siege as an R6 Share Partner; release text is dated February 14.
- **2025-07** — Announced its departure from League of Legends after the 2025 season, following its 2024 franchise-slot sale.

## Links

- Website: https://100thieves.com
- LinkedIn: https://www.linkedin.com/company/100thieves/
- Twitter/X: https://twitter.com/100Thieves
- YouTube: https://www.youtube.com/channel/UCnrX2_FoKieobtw19PiphDw
- Instagram: https://www.instagram.com/100thieves/
- Facebook: https://facebook.com/100Thieves/
- TikTok: https://www.tiktok.com/@100thieves

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Profile page: https://yespress.io/100-thieves
Published by YesPress — https://yespress.io
Last updated: 2026-10-06