100 Thieves is a premier lifestyle brand and gaming organization, often referred to as the "Supreme of esports." Founded in 2017 in Los Angeles, California, by Matthew "Nadeshot" Haag, a former Call of Duty professional player, the company has quickly become a cultural icon in the gaming world.​ 100 Thieves operates across three main pillars: 1) esports, with teams competing in games like Valorant, League of Legends, and Call of Duty; 2) apparel, featuring highly sought-after drops of 100 Thieves-branded hoodies and t-shirts; and 3) media, leveraging sponsorships and advertising through the 100 Thieves brand. The company is backed by major investors and celebrities, including Artist Capital, Green Bay Ventures, Dan Gilbert, Drake, and Scooter Braun.