2021 NA LCS Spring Championship

Lore & Background

Cloud9's path to the title was a testament to their resilience. After a turbulent split, they rallied in the playoffs, executing clutch plays and adapting their macro strategy under pressure. Their 3-2 victory over Team Liquid in the grand final signaled a shifting of the guard, with Cloud9 reclaiming the throne from a perennial contender. 100 Thieves, meanwhile, fell short in the semifinals, unable to replicate the late-game heroics that had carried them through earlier rounds.

Reader's Guide

The decisive moments occurred in the Grand Final against Cloud9, where 100 Thieves demonstrated superior map control and objective timing. Their strategic depth allowed them to counter Cloud9's aggressive early game, transitioning into a dominant mid-game that paved the way for victory.

Founding and Financial Growth

Founded in Los Angeles during 2017 by Matthew Haag, known professionally as Nadeshot, the organization began as a lifestyle brand before evolving into a major esports entity. Nadeshot brought significant credibility to the venture, having previously served as an OpTic Gaming captain and winning gold at the X Games. Early financial backing arrived in November 2017 from Dan Gilbert, owner of the Cleveland Cavaliers, facilitating full organizational expansion.

By October 2018, Series A funding reached twenty-five million dollars with high-profile co-owners Scooter Braun and Drake joining the board alongside Sequoia Capital. Further capital injections followed, including a thirty-five million dollar Series B round in mid-2019 led by Artist Capital Management. This financial momentum continued through December 2021 when a sixty million dollar Series C round was secured, solidifying their position as a well-capitalized competitor within the gaming industry landscape.

Competitive Achievements

The organization maintains active rosters across multiple titles, with significant history in Call of Duty and Apex Legends. In Call of Duty, the team initially competed under their own name before rebranding as Los Angeles Thieves for the league era. Their competitive success peaked during the 2019 season, where they secured trophies at CWL London and CWL Anaheim events. Although they finished second in the World Championship that year against eUnited, the roster featuring Kenny, Fero, and Octane established a strong legacy.

In Apex Legends, participation has been intermittent with several roster overhauls. Notable achievements include placing third in the 2022 Global Series World Championship. The team recently adopted the Crazy Thieves branding for specific championships following collaborations with Japanese organizations, demonstrating their adaptability within different competitive ecosystems and global markets.

Business Ventures and Restructuring

Beyond competition, the company aggressively pursued diversification through acquisitions and product development. In October 2021, they acquired Higround gaming peripherals, marking their first major purchase of another entity. That same year saw partnerships with beverage brands Truly Seltzer and Twisted Tea, alongside the launch of their own energy drink, Juvee, in October. However, scaling operations brought challenges; significant layoffs occurred across content teams and game studios between 2022 and 2023. By November 2023, twenty percent of the workforce was let go as business units like the game studio were spun off to refocus on core esports and apparel divisions. These strategic shifts highlight a transition from rapid expansion toward sustainable profitability within their primary operational sectors while maintaining brand relevance through lifestyle products.

Leadership Evolution and Future

Leadership dynamics shifted significantly as the organization matured past its initial founding phase. Nadeshot, who stepped back from daily operations in late 2024 to focus on content creation, confirmed by September 2025 that he was no longer serving as CEO while remaining involved elsewhere. Future stability was bolstered by inclusion in the Esports World Cup Club Support Program announced in May 2024, offering stipends for entering new titles and driving engagement.

This partnership with Saudi Arabia’s Public Investment Fund provided crucial long-term funding opportunities. Concurrently, roster management remained active, with frequent coaching changes and player signings in Apex Legends through 2025 and into early 2026. These developments suggest a maturing corporate structure designed to sustain operations beyond its founder's direct executive control while securing international tournament support.