100 Thieves

What 100 Thieves does

100 Thieves is an American esports organization and direct-to-consumer streetwear lifestyle brand founded in 2017 by former Call of Duty champion Matthew "Nadeshot" Haag and headquartered in Los Angeles, California. The company operates competitive esports rosters across multiple titles including VALORANT, Counter-Strike 2, Call of Duty (LA Thieves), Apex Legends, and as of 2026 Rainbow Six Siege, with a 10M+ multi-platform content-creation presence anchored by co-owner Valkyrae. Beyond competitive gaming, the apparel studio at 100thieves.com produces premium streetwear, sub-brand collections (Foundations, Dropout, Limited Markdowns), and limited-edition collaborations with partners including adidas Originals, Lexus, Oakley, Malbon, Pokémon, Demon Slayer, Momotoys, Bristol Studio, and Crazy Raccoon. The company also owns Higround, a gaming accessories and peripherals brand acquired in 2022, and operates the Wine About It podcast hosted by Valkyrae as a media extension.

The core product surface spans three revenue streams: (1) Apparel sales through the owned e-commerce storefront at 100thieves.com, with a price ladder from $3 sticker accessories through $1,195 premium collaboration pieces such as the Lexus LFA varsity jacket; (2) Esports operations including tournament prize pools, team merchandise, and brand sponsorships (e.g., a multi-year CS2 sponsorship with crypto-casino Roobet, plus inclusion in the 2026 Esports Foundation Club Partner Program with up to $1 million in support per club); and (3) Entertainment and content monetization through the creator roster across YouTube, Instagram, TikTok, and X, plus partnership-driven integrations such as the 2026 Samsung Galaxy S26 launch collaboration. The newest technology layer is the 2026 Theta Network-powered AI ecommerce agent integrated with Shopify and the existing 100T Bot, both positioned as customer-experience and commerce-assistance features rather than core products.

The business model is built on event-driven scarcity marketing via limited drops, with go-to-community as the primary distribution motion, direct-to-consumer e-commerce as the sales channel, and brand collaborations as both creative and distribution mechanisms. The customer base is fragmented across gaming enthusiasts, esports fans, and fashion-forward streetwear consumers, with a secondary segment of luxury and lifestyle brand partners such as Louis Vuitton, Gucci, Balenciaga, Nike, and Adidas seeking access to the gaming demographic. Pricing is unit-based with no subscription model, and free shipping is offered on US orders above $160 to drive basket size. The company is venture-capital-backed, having raised approximately $120 million across three priced rounds through 2021 at a $460 million post-money valuation, with no public offering.

Name

100 Thieves

Legal name

100 Thieves

Website

https://100thieves.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

100 Thieves is a Los Angeles-based esports organization and streetwear lifestyle brand founded in 2017, operating competitive teams across multiple game titles while selling premium direct-to-consumer apparel and limited-edition collaborations to gaming-culture consumers worldwide.

Ownership category

akta.pro rank

Product category

Streetwear Apparel and Esports Lifestyle Brand

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

akta.pro secondary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Gaming apparel
• Esports teams
• Streetwear fashion
• Limited edition drops
• Gaming lifestyle brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Apparel Sales: 100 Thieves generates revenue through selling premium streetwear apparel including hoodies, t-shirts, outerwear, accessories, and footwear directly through its e-commerce platform. The company uses limited-edition drops and collaborations with brands like adidas Originals, Pokémon, and Demon Slayer to drive demand.
2. Esports Operations: The company operates competitive esports teams in League of Legends, Call of Duty, VALORANT, Counter-Strike 2, Apex Legends, and Rainbow Six Siege, generating revenue through sponsorship deals, tournament prize pools, and merchandise sales tied to esports teams.
3. Entertainment and Content: 100 Thieves creates entertainment content through its roster of gaming content creators and hosts events, generating revenue through brand partnerships and content monetization.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels8 records

Core offering

100 Thieves designs, markets, and sells premium streetwear apparel directly to consumers through its Shopify-powered e-commerce platform, with core collections (Foundations, Dropout) and a steady cadence of limited-edition collaboration drops with brands such as adidas Originals, Pokémon, Demon Slayer, Oakley, Lexus, and Malbon. The company also operates competitive esports teams across VALORANT, Call of Duty, Counter-Strike 2, Apex Legends, and Rainbow Six Siege, and produces entertainment content through its roster of gaming content creators, generating revenue across apparel sales, esports sponsorships, and content monetization.

Product overview

100 Thieves is a gaming organization and lifestyle brand operating at the intersection of entertainment, esports, and culture. The company offers a diverse portfolio combining competitive esports teams (VALORANT, Call of Duty/LA Thieves, CS2, Apex Legends, Rainbow Six Siege), an apparel studio producing streetwear and collaborations, and content creation through gaming creators. The product ecosystem includes core apparel collections (Foundations, Dropout), limited-markdowns sale items, and extensive brand collaborations with adidas Originals, Pokémon, Demon Slayer, Oakley, Lexus, Malbon, Crazy Raccoon, Momotoys, and Bristol Studio. Technology features include an AI-powered chatbot (100T Bot) and a new Theta AI ecommerce agent integrated with Shopify.

Differentiator

Problem solved

Functional benefit

Brands

• Higround: Gaming accessories brand specializing in keyboard accessories and gaming peripherals
• LA Thieves
• Dropout
• Foundations
• Wine About It

Products and services

• 100 Thieves Apparel Streetwear and lifestyle apparel line including hoodies, T-shirts, outerwear, accessories, and headwear sold through the company's e-commerce platform to consumers.
• Foundations Collection Core apparel collection featuring everyday streetwear staples including hoodies, T-shirts, pants, and accessories with 100 Thieves branding, for fans of the brand's foundational aesthetic.
• Dropout Collection School-inspired apparel collection featuring 11 pieces designed to feel like core wardrobe staples from freshman year, suitable for extended wear.
• Pokémon x 100 Thieves Collaboration Collection Pokémon-themed apparel collection featuring cut-and-sew garments including embroidered jerseys, reversible vests, flannel jackets, and pants with Pokémon-inspired designs.
• Demon Slayer x 100 Thieves Collaboration Collection Anime-themed collection featuring apparel with Demon Slayer character designs including Hashira, Tanjiro, and Nezuko characters on T-shirts and accessories.
• adidas Originals x 100 Thieves Collaboration Collection Footwear and apparel line in partnership with adidas Originals featuring shoes (Palos Hills, Savage, Adilette), jackets, pants, socks, and accessories released across multiple seasonal collections.
• Lexus x 100 Thieves Collaboration Collection Luxury automotive-inspired collection featuring varsity jackets, scarves, hats, and weekender bags themed around the Lexus LFA, priced at premium tier including the $1,195 Lexus LFA Varsity Jacket.
• Oakley x 100 Thieves Collaboration Collection Eyewear and apparel partnership with Oakley including sunglasses, multi-drop apparel collections (Drop 02 and earlier), and joint events such as the LAN Rave.
• Malbon x 100 Thieves Collaboration Collection Golf and lifestyle apparel collection featuring 17 pieces including polos, jackets, golf bags, and accessories blending field sports with gaming aesthetics, such as the Woodsman Zip Off Windbreaker and Fowler Polar Fleece Jacket.
• Momotoys x 100 Thieves Collaboration Collection 8-piece apparel assortment collaboration featuring everyday graphics and bold camo prints, including zip-up hoodies, T-shirts, accessories, and lifestyle products.
• Bristol Studio x 100 Thieves 'Same Game' Collaboration Collection LA-crafted four-piece 'Same Game' collection including reversible hoodie and sweatpant, triple hem shorts, and T-shirt, made in collaboration with Bristol Studio.
• LA Thieves Merchandise Collection Apparel line inspired by the LA Thieves Call of Duty roster featuring team-specific designs and official jerseys for fans of the Call of Duty esports franchise.
• 2026 VCT Team Capsule Bundle VALORANT esports merchandise bundle featuring jerseys and accessories in green and gold theme for the 2026 VALORANT Champions Tour season.
• Crazy Raccoon x 100 Thieves Collaboration Collection Partnership with Japanese esports organization Crazy Raccoon for Apex Legends ALGS Year 6, including the co-branded 'Crazy Thieves' 2026 primary jersey and related apparel.
• Limited Markdowns Collection Sale section on 100thieves.com featuring discounted apparel from previous 100 Thieves collections for value-oriented shoppers.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor and core.

• SamsungminorGTM or Marketing Partner · 1 February 2026Samsung partnered with 100 Thieves for the Galaxy S26 Ultra launch through its TeamGalaxy Connect 2026 creator summit, featuring esports organizations in a #PlayGalaxy Cup livestream that generated 16.77 million views.
• Esports FoundationminorGTM or Marketing Partner · 1 January 2026100 Thieves selected for Esports Foundation's $20 million Club Partner Program, part of 40 clubs receiving up to $1 million per club alongside strategic guidance and international exposure ahead of Esports World Cup 2026.
• RoobetminorGTM or Marketing PartnerRoobet is a crypto casino platform that has a multi-year CS2 team sponsorship with 100 Thieves. This represents a sponsorship relationship where Roobet supports the esports team in exchange for marketing visibility.
• NeurominorGTM or Marketing PartnerNeuro achieved a 406% year-over-year sales lift by partnering with 100 Thieves to target esports gamers with Instagram giveaways, demonstrating the brand's marketing effectiveness.
• adidas OriginalscoreStrategic or Co-development Partner100 Thieves has an ongoing collaboration with adidas Originals, releasing multiple drops including footwear (Palos Hills, Savage shoes, Adilette), apparel, and accessories. The partnership has produced multiple seasonal collections.
• LexuscoreStrategic or Co-development PartnerLexus partnership with 100 Thieves has produced a limited collection inspired by the iconic LFA, including varsity jackets, t-shirts, scarves, hats, and weekender bags priced at premium tier.
• OakleycoreStrategic or Co-development PartnerOngoing collaboration with Oakley including eyewear and apparel, with multiple drops released featuring co-branded products and joint events like the Oakley + 100 Thieves LAN Rave '26.
• MalboncoreStrategic or Co-development Partner17-piece collaboration with Malbon blending field sports and gaming, featuring golf-inspired apparel including Woodsman Zip Off Windbreaker, Fowler Polar Fleece Jacket, and golf accessories.
• MomotoysminorStrategic or Co-development Partner8-piece apparel assortment featuring everyday graphics and bold camo prints, including zip-up hoodies, t-shirts, accessories, and lifestyle products.
• PokémoncoreStrategic or Co-development PartnerPokémon x 100 Thieves collection featuring cut-and-sew garments inspired by Pokémon Trainer's journey, including embroidered jerseys, reversible vests, and flannel jackets with fan-favorite Pokémon designs.
• Demon SlayerminorStrategic or Co-development PartnerCollaboration featuring Demon Slayer anime-inspired apparel including Hashira T-Shirts, Nezuko T-Shirts, and anime merchandise.
• Crazy RaccooncoreStrategic or Co-development PartnerCrazy Raccoon partnership includes a co-branded 'Crazy Thieves' 2026 primary jersey and re-signed roster for Apex Legends ALGS Year 6 competition.
• Bristol StudiominorStrategic or Co-development Partner'Same Game' four-piece collection crafted in Los Angeles featuring reversible hoodie and sweatpant, triple hem shorts, and t-shirt.
• ValkyraecoreOthersValkyrae is co-owner of 100 Thieves and maintains a multi-platform following exceeding 10 million followers. She also hosts the podcast Wine About It and holds major brand partnerships.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sentinels: LA-based esports organization known for VALORANT success and a strong lifestyle/merchandise presence. Comparable on LA geography, VALORANT focus, and apparel-led monetization.
• OpTic Gaming: Heritage esports brand owned by Enthusiast Gaming with teams across multiple titles. Comparable on the legacy esports organization model with apparel and sponsorship revenue.
• FaZe Clan: Public esports and lifestyle brand with teams across multiple titles plus apparel, content, and CPG (FaZe Snacks). The closest comparable operating model to 100 Thieves with overlapping esports and streetwear pillars.
• TSM: Long-standing esports organization competing in League of Legends, VALORANT, and other titles. Directly comparable on the esports roster and sponsorship structure side.
• Cloud9: North American esports organization with teams across multiple major titles (LoL, VALORANT, CS). Comparable on competitive operations and content/merch ecosystem.
• Team Liquid: Global esports organization with a large multi-title roster and a strong content/community footprint. Comparable on esports scale and community-led brand building.
• NRG: Esports and gaming lifestyle organization with VALORANT, Apex, and other teams plus content creators. Closely comparable to 100 Thieves' multi-game roster and creator strategy.

Broad incumbents

• Supreme: Iconic limited-drop streetwear brand. Comparable on the event-driven, scarcity-based drop model that 100 Thieves explicitly uses for its apparel releases.
• Kith: Premium streetwear retailer and brand with a deep collaboration portfolio (Nike, BMW, Versace). Comparable on premium-tier streetwear positioning and branded collaboration flywheel.
• BAPE: Established streetwear label with strong crossover into gaming/anime collaborations. Comparable on streetwear + pop-culture IP positioning at the premium end of the category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/100Thieves
• YouTubeyoutube.com/channel/UCnrX2_FoKieobtw19PiphDw
• Instagraminstagram.com/100thieves
• TikToktiktok.com/@100thieves?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 100 Thieves