Founding the Esports Lifestyle Brand: Betting on a Gamer’s Vision
In a cramped Ohio bedroom in 2011, Matthew “Nadeshot” Haag clutched a gaming controller, sweat beading on his forehead as he secured the Call of Duty World Championship. Fast-forward to 2024: that same intensity fuels 100 Thieves, a $460M empire where esports fashion meets gaming lifestyle and streetwear culture. This isn’t just a brand — it’s a revolution.
Founders: Matthew “Nadeshot” Haag, former Call of Duty pro turned visionary entrepreneur.
Motivation: Nadeshot was tired of the cultural disconnect. While gamers competed at the highest level, they lacked authentic representation in fashion. He set out to build a gamer apparel brand that captured both identity and lifestyle.
Early Struggles & Breakthroughs:
- 2017: Launched with backing from Dan Gilbert (owner of the Cleveland Cavaliers)
- Challenges: Skepticism around “gamer fashion,” chaotic early drops
Funding Milestones:
- 2018: $25M Series A (Drake, Scooter Braun)
- 2019: $35M Series B (Artist Capital Management)
- 2021: $60M Series C → Valuation: $460M
Audience & Positioning: From Gamers to a Global Gaming Streetwear Brand
Initial Target: Male esports fans (18–24)
Current Audience Profile (2025):
- Age: 52.56% aged 25–34
- Gender: 70.91% male, 29.09% female
- Lifestyle: Festival-goers, sneakerheads, Gen Z collectors, and Twitch fans
Winning Value Propositions:
- Authenticity: Founded by a world champion — not a boardroom.
- Drop Culture: Limited-edition releases like the “Deadeye” collection create urgency.
- Quality: Elevated fabrics and designer-grade cuts rival luxury labels in the esports fashion label space.
Marketing a Gaming Lifestyle Brand: Hype, Drops, and Digital Alchemy
Prioritized Platforms:
- TikTok/Instagram: #100Thieves (2.1M+ UGC posts)
- Twitch/YouTube: Home to creators like Valkyrae and CouRageJD
Top Campaign from an Esports Fashion Label: JBL x 100 Thieves (2025)
- Goal: Raise brand awareness by 5%, increase conversions by 13%
- Tactic: Exclusive launch party with 700+ creators, Gunna performance
- Result: 15M+ follower reach, viral unboxings
Failed Campaign: A Cautionary Tale for Gamer Apparel Brands
- Campaign: “Extreme Sports Line” (2021)
- Issue: Misaligned with gaming identity
- Lesson: Stick to your lane — and your esports lifestyle brand DNA
Tech Stack:
- Shopify: Processed $4.8M in apparel revenue in 2023
- Hotjar: UX updates reduced checkout drop-offs by 40%
Growth Catalysts of a Competitive Gaming Apparel Brand
- 2018: Drake partnership → massive media lift
- 2019: Opened 15,000 sq. ft. Cash App Compound (LA HQ)
- 2021: Acquired Higround → entry into gaming gear
- 2023: Vogue feature → tripled site traffic
- 2025: Partnered with Razer for branded esports peripherals
Brutal Lessons from Building an Esports Lifestyle Brand
Layoffs & Pivots:
- 2023: 15% staff layoffs to refocus
- Strategy: Publicly shared restructuring → gained fan empathy
Copycat Threats:
Fast-fashion brands knocked off designs
- Response: Transparency campaign showing ethical factory processes
Operational Chaos:
Early fulfillment nightmares
- Fix: Switched to ShipBob → scaled operations to 10K+ orders/month
Becoming an Iconic Gaming Streetwear Brand: The Loyalty Playbook
Cultural Moments:
- Nadeshot’s viral golf event with Lexus and Heineken
- A nurse rocking 100 Thieves scrubs on TikTok (8M views)
Loyalty Tactics:
- Crew Rewards Program: Reviews, shares = points → 75% retention
- Exclusive Drops: Adidas collab sold out in 3 minutes
Financial Growth of an Esports Lifestyle Brand
Key Metrics:
| Metric | 2023 | 2025 (Est.) |
|---|---|---|
| Revenue | $45.6M | Scaling rapidly |
| Employees | 207 | – |
| Revenue per employee | – | $220K |
Product Evolution:
- 2017: Esports jerseys
- 2025: Streetwear capsules (e.g., Deadeye), Juvee energy drinks, gaming chairs
Operational Wins:
- 2020: Automated fulfillment via ShipBob
- 2024: Rolled out AI-powered merch design tools
Startup Lessons from a Gaming Lifestyle Brand That Scaled
Turn Your Struggle Into Your Story
Nadeshot’s gamer-to-founder narrative is at the heart of 100 Thieves’ brand power.
Community > Advertising
UGC like the #100Thieves tag drove more organic sales than paid ads.
Embrace Drop Economics
Limited drops = 10x demand. Scarcity breeds hype.
Pivot Fast, Fail Faster
Killed underperforming ventures (e.g., their game studio) and doubled down on profitable verticals.
Celebrate Transparency
Publicly addressing layoffs and product challenges built deeper fan trust than pretending to be perfect.
English