100 Thieves

100 Thieves was one of the most recognizable lifestyle and esports brands to emerge from the United States, and its League of Legends division competed in North America’s premier circuit before ultimately winding down. Founded by former professional Call of Duty player and content creator Matthew “Nadeshot” Haag, the organisation grew into a broad entertainment company whose ambitions stretched well beyond a single title, spanning apparel, content creation and multiple competitive rosters.

A Brand Built on Culture

What distinguished 100 Thieves from many of its rivals was the way it fused competitive ambition with mainstream cultural appeal. Its instantly recognizable red-and-black identity became a fixture in the North American scene, and the brand cultivated a devoted following that extended far past the boundaries of the game itself. The League of Legends team served as one of the flagship pillars of that identity for several years.

Competing on the North American Stage

The team most recently sat under the LTA North banner, the reorganised top tier of professional play across the Americas. That competitive environment gathers the strongest organisations on the continent into a single structured league, pitting them against one another across the year in pursuit of domestic titles and coveted qualification for international events. Across its run, 100 Thieves experienced both the highs of contending near the summit of the region and the difficulties of sustaining consistency in an intensely competitive field.

As a disbanded team, 100 Thieves’ League of Legends chapter now belongs to the history of North American esports rather than its present. The withdrawal of a marquee brand of its stature marked a notable moment for the region and prompted wider conversations about the economics of competing at the highest level.

Even in retirement from the Rift, the legacy of 100 Thieves endures as an example of how an esports organisation can transcend competition to become a cultural touchstone. Its journey through North American League of Legends remains a reference point for how ambition, branding and community can intersect in the modern esports landscape.