Nadeshot and the Founding of 100 Thieves
Matthew "Nadeshot" Haag founded 100 Thieves in 2017 as a gaming lifestyle brand and competitive esports organization based in Los Angeles. He is a former professional Call of Duty player and content creator who transitioned into building a multi-platform brand. 100 Thieves operates across esports, apparel, and digital content, with Nadeshot serving as CEO and public face of the company.
The organization quickly expanded beyond competitive gaming into streetwear and lifestyle products. 100 Thieves launched its apparel line in collaboration with established manufacturers and retailers. The brand positions itself at the intersection of gaming culture and fashion, targeting young consumers who follow competitive gaming and content creation.
100 Thieves Business Model and Revenue
100 Thieves generates revenue through esports tournament winnings, sponsorship deals, content monetization, and branded merchandise sales. The organization fields teams in multiple competitive titles, primarily in North America, competing in leagues and circuits for games such as Valorant and League of Legends.
The company operates as a private entity and does not publicly disclose detailed financial statements. Industry estimates and reports from outlets like Forbes indicate that 100 Thieves has secured significant venture funding to support team operations, content production, and product development. The brand relies on a combination of tournament prize pools, brand partnerships, and direct-to-consumer apparel revenue.
Competitive Esports Operations and Team Structure
100 Thieves fields competitive rosters in titles including Valorant and League of Legends, with teams competing in major regional leagues. The organization recruits professional players, coaches, and support staff to manage its esports divisions, following the standard structure used by leading esports companies.
Nadeshot oversees the strategic direction of the organization, with operational management handled by a team of executives and managers. The company maintains a strong presence on streaming platforms and social media, where content featuring players and creators drives audience engagement. 100 Thieves continues to expand its competitive footprint and product offerings in the gaming and lifestyle sectors.