100 Thieves has grown from a project founded by former Call of Duty professional Matthew «Nadeshot» Haag into one of the most recognizable organizations in North American esports. Since its launch in 2017, the Los Angeles-based brand has won major titles in League of Legends and Call of Duty, competed internationally in VALORANT and built an identity that extends far beyond professional gaming.

Nadeshot creates 100 Thieves

The history of 100 Thieves began in 2017 with Matthew «Nadeshot» Haag.

Nadeshot was already one of the most recognizable figures in competitive Call of Duty. During his playing career with OpTic Gaming, he won multiple tournaments, captured an X Games gold medal and built a large audience through YouTube and streaming.

After retiring from professional competition, Haag wanted to create his own organization combining esports, gaming content and streetwear.

That idea became 100 Thieves.

The organization officially launched in November 2017 and quickly attracted outside investment. Cleveland Cavaliers owner Dan Gilbert became one of its early major backers, while rapper Drake and entertainment executive Scooter Braun later joined its ownership group.

Unlike many esports organizations of the period, 100 Thieves positioned apparel as an important part of its identity from the beginning.

Entering League of Legends

One of the organization’s first major moves was entering League of Legends.

100 Thieves was accepted into the newly franchised North American LCS ahead of the 2018 season.

Success came almost immediately.

The team finished first in the 2018 Spring Split regular season and reached the LCS final during its debut split, although it lost the championship series to Team Liquid.

100 Thieves also qualified for the 2018 League of Legends World Championship, establishing the organization internationally less than a year after its creation.

The biggest League of Legends achievement followed three years later.

With a roster featuring Ssumday, Closer, Abbedagge, FBI and huhi, 100 Thieves reached the 2021 LCS Championship final.

There, 100T defeated Team Liquid 3-0 to win the organization’s first LCS title.

The victory established 100 Thieves as one of the leading North American League of Legends organizations of that period.

Returning to Nadeshot’s Call of Duty roots

Call of Duty always held particular significance for 100 Thieves because of Nadeshot’s history with the game.

The organization competed in Call of Duty before the launch of the franchised Call of Duty League and enjoyed a major breakthrough during the Black Ops 4 season.

In 2019, 100 Thieves won CWL London and CWL Anaheim, becoming one of the strongest teams in the world.

The organization initially stepped away when the Call of Duty League introduced its city-based franchise system, but it returned in 2020 by acquiring the Los Angeles CDL slot previously operated by OpTic Gaming Los Angeles.

The new team became the Los Angeles Thieves.

Its defining season came in 2022.

LA Thieves won the Call of Duty League Major IV before reaching the 2022 Call of Duty League Championship.

A roster of Kenny, Octane, Drazah and Envoy defeated Atlanta FaZe in the grand final to become world champions.

For an organization created by a former Call of Duty champion, winning the game’s biggest title became one of the most significant moments in 100 Thieves history.

Building a VALORANT contender

100 Thieves entered VALORANT shortly after Riot Games launched the game in 2020.

Its first major success arrived quickly.

A lineup featuring Hiko, nitr0, steel, Asuna and dicey won First Strike North America in December 2020, giving 100 Thieves one of the earliest major trophies in professional VALORANT.

The organization later reached the semifinals of VCT Masters Berlin in 2021.

Another strong period arrived in 2024.

100 Thieves won VCT Americas Stage 1 and qualified for Masters Shanghai, where the team finished fourth.

Players such as Asuna and bang became closely associated with the organization’s VALORANT identity, while several different versions of the roster attempted to return 100T to international title contention.

By 2026, VALORANT remained one of the organization’s main competitive divisions.

More than an esports team

Competition represents only part of the 100 Thieves story.

From its earliest years, the organization attempted to combine esports with fashion, entertainment and content creation.

Its limited apparel releases helped make 100 Thieves one of gaming’s most recognizable clothing brands. The organization later collaborated with companies and franchises including Gucci, Pokémon and adidas.

Creators also became central to the business.

Popular personalities including Valkyrae and CouRageJD joined the organization and later became co-owners, helping 100 Thieves reach an audience beyond traditional esports fans.

The organization established its headquarters in Los Angeles, reinforcing its connection with gaming, entertainment and fashion culture.

This combination allowed 100 Thieves to develop an identity significantly different from organizations built almost entirely around competitive results.

Changes and a new era

Like much of the esports industry, 100 Thieves eventually faced a more difficult financial environment.

The organization reduced parts of its operation and reconsidered investments in several esports divisions.

League of Legends was one of the biggest changes. After winning the LCS in 2021 and spending years as a permanent franchise member, 100 Thieves agreed to sell its franchise slot back to Riot Games.

The team remained in the reorganized North American competition as a provisional guest for 2025, bringing its original era as an LCS franchise to an end.

At the same time, 100 Thieves continued investing in other competitive games and began expanding again.

By 2026, its esports portfolio included teams across Call of Duty, VALORANT, Apex Legends and Counter-Strike 2, among other competitive projects.

100 Thieves in 2026

Almost a decade after its creation, 100 Thieves has developed into something considerably larger than Nadeshot’s original esports project.

The organization has won championships in both League of Legends and Call of Duty, lifted one of the earliest major VALORANT trophies and represented North America at international tournaments across several games.

Its influence has also extended beyond competition through apparel, creators and collaborations with global brands.

The games and rosters have changed repeatedly since 2017, but the original concept remains visible.

100 Thieves was built around the idea that esports, gaming personalities and streetwear could exist under the same brand. That combination helped turn Nadeshot’s post-playing career project into one of the most recognizable names in North American gaming.