The collision of e-sports, content creators, and streetwear now has a physical form with 100 Thieves’ newly unveiled headquarters. Today, the company officially opened its new Los Angeles home, one with an intimidating name: the 100 Thieves Cash App Compound. According to 100 Thieves, the 15,000-square-foot building is the largest such e-sports facility in the US. But more than that, it’s a big bet that the worlds of competitive gaming, social networks, and apparel have a lot to learn from each other.
Since its inception in 2017, 100 Thieves — which was founded by former Call of Duty pro Matthew “Nadeshot” Haag and co-owned by Drake — has been a hard company to describe. On one hand, it’s an e-sports organization operating professional teams in games like League of Legends and Fortnite. Under the same umbrella are a number of big-name streamers and content creators, including recent YouTube signees Jack “Courage” Dunlop and Rachel “Valkyrae” Hofstetter, as well as a successful apparel business that operates sort of like a gaming-influenced version of Supreme. Previously, all of these groups were housed in different locations.