A former McDonald's cashier is attempting to build the next great billion dollar sports franchise.
The craziest part?
It's working.
Time for a thread πππ
The craziest part?
It's working.
Time for a thread πππ
1) Let's start in 2008 β Matthew "Nadeshot" Haag is 15 years old and spends every minute he isn't at school playing video games.
"I would play 8-10 hours a day"
What did his mom think?
Worried he wouldn't develop a work ethic, Nadeshot's mom made him get a job at McDonalds.
"I would play 8-10 hours a day"
What did his mom think?
Worried he wouldn't develop a work ethic, Nadeshot's mom made him get a job at McDonalds.
2) While working at McDonald's, @Nadeshot graduated high school, started college, and continued playing video games.
As he started winning local tournaments, Nadeshot caught the eye of Hector Rodriguez β the head of OpTic Gaming.
Their friendship would kickstart everythingβ¦
As he started winning local tournaments, Nadeshot caught the eye of Hector Rodriguez β the head of OpTic Gaming.
Their friendship would kickstart everythingβ¦
3) In 2011, shortly after joining OpTic Gaming, Nadeshot's life changed forever.
As team captain, @Nadeshot led OpTic Gaming to a Call of Duty World Championship in Los Angeles.
The 1st place prize?
$400,000 β split evenly four ways.
"It validated everything for my parents.β
As team captain, @Nadeshot led OpTic Gaming to a Call of Duty World Championship in Los Angeles.
The 1st place prize?
$400,000 β split evenly four ways.
"It validated everything for my parents.β
4) After winning a World Championship in 2011, and taking home $100,000 personally, Nadeshot moved out of his parents house to focus on gaming full-time.
But tragedy struck one year later.
On October 4th, 2012, Nadeshot's mom passed away.
"It was the worst day of my life.β
But tragedy struck one year later.
On October 4th, 2012, Nadeshot's mom passed away.
"It was the worst day of my life.β
5) Following the death of his mom, Nadeshot doubled down on his gaming career β determined to make her proud.
"I was streaming 6-8 hours and posting 1 VLOG per day for a year."
After months of slow growth, his popularity exploded in 2013 following the release of Black Ops 2.
"I was streaming 6-8 hours and posting 1 VLOG per day for a year."
After months of slow growth, his popularity exploded in 2013 following the release of Black Ops 2.
6) Fast forward to 2015 β Nadeshot, now making ~$1M annually, is one of the best gamers in history.
β COD World Champion
β X Games Gold Medalist
β 2014 Esports Athlete Of The Year
But in 2015, with massive social channels, Nadeshot quit gaming to create content full-time.
β COD World Champion
β X Games Gold Medalist
β 2014 Esports Athlete Of The Year
But in 2015, with massive social channels, Nadeshot quit gaming to create content full-time.
7) From 2015-2017, @Nadeshot created online content full-time β but he kept coming back to one idea.
What if he could build a company that brought the worlds of esports, YouTube, and streaming together?
Enter, 100 Thieves β a premium lifestyle brand and gaming organization.
What if he could build a company that brought the worlds of esports, YouTube, and streaming together?
Enter, 100 Thieves β a premium lifestyle brand and gaming organization.
8) Lacking the financial resources to be competitive in esports, 100 Thieves spent most of their 1st year as an apparel brand.
That all changed in Nov 2017 though...
Cleveland Cavaliers owner Dan Gilbert became a co-owner after a "multimillion dollar" investment in 100 Thieves.
That all changed in Nov 2017 though...
Cleveland Cavaliers owner Dan Gilbert became a co-owner after a "multimillion dollar" investment in 100 Thieves.
9) With Dan Gilbert providing the necessary capital to compete, 100 Thieves joined the League of Legends Championship Series.
Since then, 100 Thieves has also launched teams competing in Fortnite, Valorant & more.
The best part?
Esports is just one part of their business.
Since then, 100 Thieves has also launched teams competing in Fortnite, Valorant & more.
The best part?
Esports is just one part of their business.
10) Along with building a successful esports franchise, 100 Thieves has strategically focused on content creation, apparel and sponsorships.
Nadeshot hired a professional content team to document everything from gaming & podcasts to documentaries & VLOGs.
Next up β Sponsorships
Nadeshot hired a professional content team to document everything from gaming & podcasts to documentaries & VLOGs.
Next up β Sponsorships
11) As the content got better, and their social accounts kept growing, sponsorships came pouring in.
100 Thieves has signed sponsorship deals with Totino's Pizza Rolls, Rocket Mortgage, Cash App, JBL, Redbull & more.
But with success, came expansion β requiring more moneyβ¦
100 Thieves has signed sponsorship deals with Totino's Pizza Rolls, Rocket Mortgage, Cash App, JBL, Redbull & more.
But with success, came expansion β requiring more moneyβ¦
12) Needing more capital to expand, 100 Thieves raised a $25M Series A funding round in 2018.
The craziest part?
Drake & Scooter Braun led the investment round, becoming co-owners of the company.
Their board meetings now include @Nadeshot, Dan Gilbert, @Drake & @scooterbraun.
The craziest part?
Drake & Scooter Braun led the investment round, becoming co-owners of the company.
Their board meetings now include @Nadeshot, Dan Gilbert, @Drake & @scooterbraun.
13) Since Drake & Scooter Braun invested, 100 Thieves has raised an additional $35M and continued growing.
The content team has tripled in size, and the apparel business has exploded β routinely selling $500k of merch in minutes.
Three years in, 100 Thieves is valued at $160M.
The content team has tripled in size, and the apparel business has exploded β routinely selling $500k of merch in minutes.
Three years in, 100 Thieves is valued at $160M.
14) In an effort to get everyone under one roof, instead of 4 separate houses around LA, 100 Thieves opened the "100 Thieves Cash App Compound" this year.
β 15,000-sf
β Retail storefront
β Largest esports training facility in US
β Livestream, training & content production rooms
β 15,000-sf
β Retail storefront
β Largest esports training facility in US
β Livestream, training & content production rooms
15) With an esports franchise, a growing content creation business, and exclusive apparel β what exactly is 100 Thieves?
COO John Robinson breaks it down:
βWeβre a little bit like the Lakers, and weβre a little bit like Barstool Sports, and weβre a little bit like Supreme.β
COO John Robinson breaks it down:
βWeβre a little bit like the Lakers, and weβre a little bit like Barstool Sports, and weβre a little bit like Supreme.β
16) In the end, with a $160M valuation currently, is it really possible for 100 Thieves to become a billion dollar franchise?
I'm not sure, but I certainly wouldn't bet against the kid from McDonalds.
I'm not sure, but I certainly wouldn't bet against the kid from McDonalds.
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