100 Thieves

100 Thieves stood out as one of the United States’ most recognisable lifestyle and esports labels, and its League of Legends roster played in North America’s top-tier circuit until the team was eventually shut down. The company was launched by Matthew “Nadeshot” Haag, a former professional Call of Duty competitor who later became a content creator, and it expanded into a wide entertainment business with goals that reached far past any one game, covering clothing, video content and several competitive squads.

Identity Forged Through Culture

100 Thieves set itself apart from many peers by blending serious competitive drive with broad mainstream appeal. Its red-and-black look quickly became familiar across the North American scene, and the label attracted a loyal fanbase that reached well beyond League of Legends itself. For several years, the League team was one of the main pillars holding that brand together.

Fighting It Out in North America

Most recently, the team competed under the LTA North banner, the restructured premier level of professional play in the Americas. This setup brings the continent’s strongest organisations into one organised league, where they face each other throughout the year chasing domestic championships and the valuable spots that qualify them for international tournaments. During its time in the league, 100 Thieves enjoyed moments of challenging for the top of the region, while also struggling to keep up consistent results in a fiercely contested field.

Now that the team has been disbanded, the League of Legends chapter of 100 Thieves belongs to the past of North American esports rather than its present. The exit of a brand of this size was a significant moment for the region and sparked broader debate about what it really costs to compete at the highest level.

Although the organisation has left the Rift, its legacy lives on as proof that an esports company can grow beyond competition and become a cultural landmark. The story of 100 Thieves in North American League of Legends continues to serve as a point of reference for how ambition, branding and community can come together in today’s esports scene.