100 Thieves
Los Angeles, US · Founded 2017 · Delaware LLC · 12 known investors
100 Thieves is a premium lifestyle brand for the gaming generation that competes in esports across League of Legends, Call of Duty, Apex Legends, and VALORANT, while producing gaming-focused apparel and entertainment content. The organization creates collaborations with gaming peripherals, fashion brands, and cultural properties to serve gamers and esports fans.
Also known as 100 Thieves, LLC · 100T
Founders & leadership
100 Thieves was founded in 2017 by Matthew Haag.
Board
Investors · 12
Also in the syndicate · 6
Reported raises · per SEC filings
Form D private placements$30.7M disclosed across 2 of 5 rounds · 2018–2021
▶$28.2MraisedJul 2019 · 11 investors · OtherRule 506(b)
- Matthew HaagExecutive Officer, Director
- Jake CohenDirector
- Scott BraunDirector
- John RobinsonDirector
- Michael SepsoDirector
- Josh DienstagDirector
- Offering amount
- $36M
- Amount sold
- $28.2M
- First sale
- Jul 2019
- Incorporated
- Limited Liability Company, Delaware, 2017
- Federal exemptions
- 06b
▶$2.5MraisedApr 2018 · 12 investors · OtherRule 506(b)
- Jake CohenDirector
- John RobinsonExecutive Officer, Director
- Matthew HaagExecutive Officer, Director
- Len KomrowskiDirector
- Offering amount
- $2.5M
- Amount sold
- $2.5M
- First sale
- Mar 2018
- Incorporated
- Limited Liability Company, Delaware, 2017
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Valuation · disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed — follow each entry's link for the claim.
Company profile
researched Aug 2026100 Thieves, LLC (100T) is a privately held American lifestyle brand and gaming organization headquartered in Los Angeles, California, founded on November 20, 2017 by former OpTic Gaming Call of Duty team captain Matthew "Nadeshot" Haag. The company positions itself as a premium lifestyle brand for the gaming generation and organizes its activity around three stated pillars: championship esports, entertainment built around creators, and premium apparel intended to bridge gaming and fashion.
On the competitive side, the organization fields teams across Apex Legends, Call of Duty, Counter-Strike 2, Rainbow Six Siege, Marvel Rivals and VALORANT, and operates three franchise teams: in the VALORANT Champions Tour, the Apex Legends Global Series (branded Crazy Thieves following a collaboration with Japanese organization Crazy Raccoon) and the Call of Duty League (branded Los Angeles Thieves). Alongside its rosters, 100 Thieves signs gaming content creators, including co-owners Rachell "Valkyrae" Hofstetter, Jack "CouRageJD" Dunlop and Jack "NiceWigg" Martin.
The commercial business centers on a direct-to-consumer apparel line sold through 100thieves.com, spanning in-house collections (High Desert, Towndust, Dropout, Foundations) and collaborations with brands and entertainment IP including adidas Originals, Oakley, Lexus, Pokémon, Demon Slayer, Momotoys, Malbon, Bristol Studio and Bucketsquad, plus esports merchandise such as annual primary jerseys and VCT in-game bundle capsules. The company also runs physical activations at its Los Angeles "Compound," including the annual Summer Block Party, artist and partner pop-ups, and launched a membership program, 100 Club, in February 2025.
Founding story
100 Thieves was founded in 2017 by Matthew "Nadeshot" Haag, a former OpTic Gaming Call of Duty team captain, MLG X Games gold medalist and 2014 Esports Athlete of the Year. In November 2017 the company received a multimillion-dollar investment from Dan Gilbert, owner of the Cleveland Cavaliers and Quicken Loans, which allowed it to expand into a full esports organization.
Business model
The organization combines competitive esports team ownership with consumer products and creator-driven media. Revenue sources evidenced in the sources include direct-to-consumer apparel and accessories sold through its own online store at price points from roughly $48 for T-shirts to $195 for outerwear, brand sponsorships (for example a 2021 deal with Truly Seltzer and Twisted Tea), collaboration collections with third-party brands and IP holders, in-game VALORANT bundles tied to apparel capsules, a paid/loyalty membership program (100 Club), franchise league participation, and support funding such as the Esports World Cup Club Support Program stipend. It has also owned adjacent product businesses, acquiring peripherals maker Higround in 2021 and launching the Juvee energy drink in 2022, though the game studio and energy drink units were slated to be spun off as separate companies in November 2023.
Product sales (apparel, collaborations, peripherals), sponsorship and partnership deals, esports league participation and prize competition, membership subscriptions via 100 Club, and licensed in-game content bundles. Reported revenue was $38 million for 2021, which the company said represented 111% top-line growth year over year.
Traction
Reported revenue of $38 million in 2021 with 111% year-over-year top-line growth, and total equity/valuation cited at $460 million. Headcount grew from roughly 20 at founding in 2017 to more than 100 by December 2021, before three rounds of layoffs in July 2022, January 2023 and November 2023 (the latter cutting 20% of staff). Creator followings listed on the company's site include Valkyrae (4.1M YouTube, 3.3M Instagram), CouRage (4.65M YouTube), Vinnie (14.8M TikTok) and Jesser (49.5M YouTube). Competitively, the Apex Legends team placed third at the 2022 Apex Legends Global Series World Championship.
Latest developments
Recent activity documented on the company's site and in press includes the January 2026 Crazy Raccoon collaboration and 2026 primary jerseys, the annual VCT bundle and matching apparel capsule, a Lexus capsule produced with Golden Bear Sportswear and DSPTCH, the Oakley Drop 02 eyewear collection in March 2026, a Pokémon GO Fest 2026 collection for the game's 10th anniversary, the fourth annual Summer Block Party in June 2026 with a Momotoys pop-up, a five-piece PSA capsule for San Diego Comic-Con in July 2026, and announcements of a 2026 VCT roster, entry into Rainbow Six Siege and a return to Counter-Strike. Its Apex Legends roster transactions were logged through August 2026.
▸Full profile — market position, go-to-market, geography, history, risks & controversies
Market position
The company describes itself as a premium lifestyle brand for the gaming generation. At its December 2021 Series C, press coverage cited a $460 million valuation and reported that its revenue more than doubled year over year, characterizing it as the fastest-growing entity among top gaming groups at the time. It was one of 30 clubs selected for the Esports World Cup Foundation's Club Support Program in May 2024.
100 Thieves pairs franchised competitive rosters with an in-house apparel label and a large stable of gaming creators, releasing recurring designer and licensed collaborations (Oakley, adidas Originals, Lexus, Pokémon, Demon Slayer, Crazy Raccoon) and running owned physical venues and events rather than relying solely on team sponsorship revenue.
Go-to-market
Distribution is primarily direct-to-consumer through 100thieves.com, with free US shipping over $160, supported by collaboration drops with outside brands and IP, limited capsules tied to events (for example a five-piece capsule with PSA at San Diego Comic-Con in July 2026), physical pop-ups and in-person events at the 100 Thieves Compound, and audience reach through its roster of creators, whose individual followings on Twitch, YouTube, Instagram, X and TikTok range from tens of thousands to tens of millions.
Gamers and esports fans, streetwear and collectible-oriented consumers who follow gaming creators, and brand partners seeking access to gaming audiences.
Geography
Headquartered in Los Angeles, California, with its Compound used for events and pop-ups; US e-commerce shipping is highlighted on its store, and collaborations extend internationally, including with Tokyo-based Crazy Raccoon.
History
After its 2017 founding and initial backing from Dan Gilbert, 100 Thieves closed a $25 million Series A in October 2018 co-led by Scooter Braun and Drake, who became co-owners, with participation from Sequoia Capital, Ludlow Ventures, Courtside Ventures, WndrCo, Marc Benioff, Drew Houston, Green Bay Ventures, Tao Capital and Advancit Capital. A $35 million Series B led by Artist Capital Management followed in July 2019, including Aglae Ventures and Groupe Arnault. The company entered Apex Legends in 2019, exited later that year, and returned in October 2021. It made its first acquisition, peripherals maker Higround, in October 2021 and announced a $60 million Series C in December 2021. In 2022 it announced plans to publish a video game, hiring former Telltale Games CEO Pete Hawley as Chief Product Officer, and launched the Juvee energy drink. Layoffs followed in July 2022, January 2023 and November 2023, when it cut 20% of staff and said the game studio and energy drink businesses would be spun off so it could focus on esports and apparel. Nadeshot stepped back from day-to-day involvement in December 2024 and confirmed in September 2025 that he was no longer CEO while remaining involved in other roles. In January 2026 the organization announced a collaboration with Japanese esports organization Crazy Raccoon, branding its Apex roster "Crazy Thieves."
Risks & controversies
The company undertook three rounds of layoffs between July 2022 and November 2023, including a 20% workforce reduction that accompanied the planned spin-off of its game studio and energy drink units. Leadership has turned over, with founder Matthew Haag stepping back in December 2024 and confirming in September 2025 that he was no longer CEO. Its participation in the Esports World Cup Club Support Program ties funding to an organization backed by Saudi Arabia's Public Investment Fund.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 5
by search overlap
Companies competing with 100 Thieves for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 22
launches, deals, and filingsFourth annual Summer Block Party featuring a LAN tournament, 1v1 King of the Hill, slot car races, DJs and food, with activations from partners including Lexus and Razer, plus a Momotoys pop-up.
Limited-edition collection for Pokémon GO's 10th anniversary spotlighting Mega Mewtwo X & Y, with matching in-game avatar items unlocked through physical purchases.
Second collaborative eyewear collection with Oakley, featuring the HSTN SQ and Neoforma silhouettes.
100 Thieves announced a collaboration with Japanese esports organization Crazy Raccoon, branding its Apex Legends team "Crazy Thieves" for the Year 5 Championship, alongside a joint apparel collection and commemorative jersey.
Haag confirmed he is no longer CEO of 100 Thieves but remains involved with the organization in other roles.
100 Thieves entered competitive Marvel Rivals with a roster including Delenaa, Terra, Vinnie, TopTierKid, Harvey, SJP, Billion, Tensa and BlueJae.
Collaborative eyewear collection with Oakley featuring HSTN 100T Grey Smoke and Radar EV Path 100T styles.
Official 100 Thieves membership program in which members earn HONR to unlock access and benefits across the organization.
Matthew "Nadeshot" Haag said he would step back from the organization to pursue full-time content creation.
The Esports World Cup Foundation, funded by Saudi Arabia's Public Investment Fund, named 100 Thieves among 30 clubs in its Club Support Program, which provides a one-time six-figure stipend for entering new esports plus annual funding tied to viewership and fan engagement.
100 Thieves laid off 20% of its workforce, affecting the game studio and energy drink brand, and said those units would be spun off as separate companies so the organization could focus on esports and apparel.
Founder Matthew "Nadeshot" Haag launched an energy drink brand called Juvee.
100 Thieves announced intentions to publish a video game and hired former Telltale Games CEO Pete Hawley to set up a studio.
First acquisition by 100 Thieves; Higround makes gaming hardware/keyboards.
100 Thieves received a multimillion-dollar investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert, enabling expansion into a full esports organization.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureIn the news
▸Research sources · 8
primary sources listed
- 100 Thieves100thieves.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does 100 Thieves do?
- 100 Thieves is a Los Angeles lifestyle brand and gaming organization spanning esports teams, content creators and apparel.
- Who founded 100 Thieves?
- 100 Thieves was founded by Matthew Haag in 2017.
- Who are 100 Thieves's investors?
- 100 Thieves's investors include Sequoia Capital, Advancit Capital, Aglae Ventures, Breyer Capital, Courtside Ventures, Manhattan West.
- How much funding has 100 Thieves raised?
- 100 Thieves has disclosed $30.7M raised across 2 of its 5 known rounds.
- Where is 100 Thieves headquartered?
- 100 Thieves is headquartered in Los Angeles, US.