Nadeshot and 100 Thieves, the business behind the creator CEO
19.06.2026 - 00:02:48 | ad-hoc-news.de
Nadeshot built his reputation as a Call of Duty world champion and then turned it into the lifestyle and esports brand 100 Thieves. The Los Angeles organization combines creator content, pro teams and apparel under one umbrella that he now leads as CEO.
How Nadeshot built 100 Thieves
Nadeshot, born Matthew Haag, launched 100 Thieves in 2017 as a streetwear brand and esports organization after his competitive Call of Duty career with OpTic Gaming. The company positioned itself early at the intersection of gaming, apparel and creator-driven content.
In late 2017, 100 Thieves announced its first major funding round, with Cleveland Cavaliers owner Dan Gilbert among the investors, marking the move from a personal project to a venture-backed company. The brand then entered the North American League of Legends Championship Series and expanded into multiple titles.
A creator as CEO and brand face
As CEO, Nadeshot appears in 100 Thieves videos, podcasts and announcements while steering business decisions behind the scenes. The organization highlights him as a founder alongside high-profile co-owners from the sports and music world, which reinforces his dual role as creator and executive.
Under his leadership, 100 Thieves has signed and later parted ways with several esports rosters in League of Legends, Valorant and Apex Legends as the organization adapts its competitive focus. At the same time it has built creator houses and content studios to support lifestyle formats and branded series around gaming culture.
All news and background on Nadeshot
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The 100 Thieves business model
100 Thieves is structured around three pillars: esports, content and apparel. The company fields professional teams, runs a network of gaming creators and sells lifestyle merchandise, with drops that often sell out quickly through limited online releases.
The organization operates its own headquarters and content facility in Los Angeles, known as the 100 Thieves Compound, which provides offices, practice rooms and production studios. This physical base underlines the shift from a single YouTube channel to a broader media and apparel company.
Revenue streams and brand positioning
Nadeshot and 100 Thieves work with sponsor brands across hardware, energy drinks and peripherals, while also relying heavily on direct-to-consumer apparel revenue. The company markets its clothing as streetwear that can stand on its own beyond esports fandom.
Alongside sponsorships and merchandise, 100 Thieves monetizes via content on YouTube, Twitch and other platforms, including ad revenue and branded integrations. The combination makes the company less dependent on prize money from tournaments, which can fluctuate season by season.
How Nadeshot’s content presence fits in
Nadeshot maintains his own channels with gaming and lifestyle content, often appearing with other 100 Thieves creators. His videos range from Call of Duty gameplay to behind-the-scenes looks at the organization and collaborations with co-owners.
He also appears in 100 Thieves branded series and podcasts that discuss gaming culture, esports results and the company’s internal projects. This keeps him visible to the fan base as more than just a corporate executive and anchors the brand in his creator identity.
Where the creator CEO stands
Nadeshot currently concentrates on leading 100 Thieves while remaining present on his personal channels and in the organization’s content formats without a publicly announced one-off live event date in the immediate calendar.
Key facts on Nadeshot
- Creator: Nadeshot (Matthew Haag)
- Niche / Genre: Gaming / esports leadership and lifestyle content
- Origin / Language: United States, English
- Main platform: YouTube: creator and 100 Thieves channels as primary video outlets
- Active since: Early 2010s as a Call of Duty pro and creator
- Core formats: Call of Duty gameplay, 100 Thieves vlogs, behind-the-scenes office tours, podcast-style discussions
- Current top video/format: Creator and 100 Thieves videos featuring collabs with co-owners and major streamers continue to perform strongly in views and engagement metrics
- Platform awards: YouTube creator awards and esports trophies associated with his competitive history and 100 Thieves’ team successes
- Next date: currently without an announced event date
Frequently asked questions about Nadeshot
Who is Nadeshot and what does he do at 100 Thieves?
Nadeshot, whose real name is Matthew Haag, is the founder and CEO of 100 Thieves and appears regularly in the organization’s content while overseeing its esports, apparel and creator operations.
How did Nadeshot move from pro player to executive?
After winning a Call of Duty world championship, Nadeshot transitioned from competing to building 100 Thieves, initially as a lifestyle and esports brand before growing it into a broader media and apparel company.
What makes 100 Thieves different from classic esports teams?
100 Thieves combines competitive teams with a strong focus on streetwear apparel and creator-led content, positioning itself as a lifestyle brand that extends beyond tournament results and traditional esports structures.
This article was AI-assisted and editorially reviewed. All information without warranty; sub/follower counts, dates and awards may change at short notice.
