Nadeshot Founding Era

How a former OpTic captain's brand became a full esports organisation.

100 Thieves was founded in 2017 by Matthew 'Nadeshot' Haag, a former OpTic Gaming Call of Duty team captain, MLG X Games gold medallist and 2014 Esports Athlete of the Year. It is a lifestyle brand and gaming organisation based in Los Angeles.

Lore & Background

In November 2017 a multimillion-dollar investment from Cleveland Cavaliers and Quicken Loans owner Dan Gilbert let the company expand into a full-fledged esports organisation, and on November 20, 2017, it was accepted as a franchise for the 2018 NA LCS season. On October 23, 2018, it closed a $25 million Series A round co-led by Scooter Braun and Drake, who became co-owners; a $35 million Series B led by Artist Capital Management followed on July 16, 2019, and a $60 million Series C on December 2, 2021.

Nadeshot later launched his own energy drink, Juvee. In December 2024 he announced he was stepping back from 100 Thieves to focus on content creation, and in September 2025 he confirmed he was no longer CEO.