A Background on 100 Thieves Gaming Lifestyle Brand

100 Thieves is a popular gaming lifestyle and eSports brand, founded by Matthew “Nadeshot” Haag. Their mission is to give every gamer something to be proud of, and their operating motto is “take what’s not given”.

Due to the popularity and growth experienced by the company, it has seen plenty of investment from big names like Drake, Scooter Braun and Sequoia.

Here is a short overview of the extraordinarily successful brand that is 100 Thieves.

Nadeshot’s Background

Nadeshot is based in Los Angeles, California, and founded 100 Thieves in 2017. Since it began the company has grown into a gigantic community worth over $100 million.

Initially, Haag started out as an eSports competitive gamer, first playing Call of Duty. He soon became captain of OpTic Gaming, which helped him to win an X Games gold medal & even a COD World Championship.

One of Haag’s most admirable achievements includes being named the eSports athlete of the year in 2014. He has also gathered multiple other accolades, like being featured in Forbes 30 Under 30. Also, they launched successful gaming channels for Twitch & YouTube.


100 Thieves have released quite an extensive range of clothing items. Their products are targeted mainly at gamers. Some of their most recent releases being the “No Camping” and “Numbers” collections.

Content Creators

They also have a number of popular content creators associated with the brand. The latest of which being Nicole Sanchez or ‘Neekolul’, who is an American Twitch Streamer and Tik Tok personality. Some of these creators even live together in their very own property dubbed “The Content House”.


Right now, 100 Thieves have teams competing in games like League of legends, Valorant and Fortnite to name a few. The team won their first trophy at the CWL London in 2019 for Call of Duty, followed by their second at the CWL Anaheim later that year.

Despite finishing second in Division B, they still made it to the Pro League playoffs, however they were defeated by the revered Gen. G eSports.

No doubt 100 Thieves will be back winning competitions sooner or later, make sure you know where to find the best betting odds so that you can win too!

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