How a Call of Duty captain built a multimillion-dollar lifestyle empire
In short: Founded in 2017 by Matthew "Nadeshot" Haag, 100 Thieves has evolved from a gaming organization into a massive lifestyle brand. Through high-stakes esports competition and strategic investments from celebrities and venture capitalists, the Los Angeles-based firm has navigated massive funding rounds and complex roster shifts to redefine modern digital culture.
The organization's ascent began in 2017 when Nadeshot, a former OpTic Gaming captain and X Games gold medalist, founded the company. A pivotal moment occurred in November 2017, when a multimillion-dollar investment from Dan Gilbert, owner of the Cleveland Cavaliers, allowed the brand to scale into a full-fledged esports entity.
Capital injection became a hallmark of their growth. In October 2018, the company raised $25 million in a Series A round co-led by Drake and Scooter Braun. This was followed by a $35 million Series B in July 2019, which included participation from Groupe Arnault, the entity controlling Louis Vuitton Moet Hennessy. By December 2021, a Series C round brought in an additional $60 million.
However, rapid expansion has been met with significant restructuring. In 2022, the company began diversifying into game publishing and energy drinks, but faced layoffs in July of that year. The volatility continued through 2023, with a January layoff affecting 30 employees and a November announcement that 20% of the workforce would be cut to allow business units like the energy drink brand to spin off as separate companies.
Despite these shifts, 100 Thieves remains a dominant force in competitive gaming. They have secured major victories, including the 2022 Call of Duty League World Championship and the inaugural Valorant First Strike tournament. As of 2026, the organization continues to expand its competitive footprint, recently collaborating with Japan's Crazy Raccoon in the Apex Legends scene.
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Sources
- Summary by Intellect · source: 100 Thieves
- Also: Wikidata — 100 Thieves · CC0
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