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100 Thieves in conjunction with Cash App unveiled its new Los Angeles based headquarters last week to a crowd of over 200 people. Named the 100 Thieves Cash App Compound, the 15,000-square foot facility houses all the day-to-day operations including a space for apparel design, esports training facilities, streaming pods for talent, content creation, editing bays, a retail space, and more.
“The 100 Thieves Cash App Compound is the product of our vision to build a new category of company – a lifestyle brand born from gaming,” said Matthew “Nadeshot” Haag, founder & CEO of 100 Thieves. “Los Angeles is the epicenter of esports, entertainment, and fashion, which are the three pillars we founded the company upon, so this is the perfect home for innovating on what an esports organization and lifestyle brand can be. I can’t wait for our fans to experience the Compound.”
100 Thieves started as a lifestyle apparel brand founded by Haag in November of 2017, and in its first two years the company has done apparel drops and sold out over 10 of them in 30 minutes or less.
After the successful launch of the apparel brand, the company expanded, creating an esports division which now fields teams in the League of Legends Championship Series, Counter-Strike: Global Offensive, and Fortnite.
Since 100 Thieves started its esports division, its teams have won two Call of Duty World League (now known as Call of Duty League) stops in London and Anaheim, qualified for League of Legends Worlds, and earned over $2M USD in Fortnite winnings.
With the new facility, 100 Thieves is looking for more.
Each team has its own practice area where players can practice in the exact seating position they do while competing. Each player station has state-of-the-art computers and the room has a video review system so that coaches can watch with their players.
“I have traveled the world and have seen a lot of different ways teams from different regions train,” said Chris “PapaSmithy” Smith. “We are doing our best to use the best techniques I have learned from other teams, but developing our own as well.”
Players now come to the facility from their homes to practice and play instead of a team house. This creates a clear separation between where the players call home and where they work, and that’s what 100 Thieves wants them to do.
When the players aren’t playing, practicing, or otherwise engaged in some activity, they may choose to stream inside one of four available decked-out streaming rooms. However, these rooms aren’t just for players, but for the streamers and content creators 100 Thieves have contracted to do so.
The streaming pods come with customizable settings that can be programmed and used as a streaming profile for when a person wants to stream. There is no set up or problem solving as the company has someone to handle any and all problems within the pods.
Content creation and managing social media takes up a tremendous amount of space in the new facility and that’s exactly how 100 Thieves and Cash App wanted it. During the unveiling of the facility a spokesperson for 100 Thieves told members of the press that it wants to stay true to “who they are” by creating the most entertaining content it can. To do that, 100 Thieves created a TV studio for the Courage and Nadeshot Show and Haag has his own personal streaming room.
The CouRage & Nadeshot Show presented by Cash App is one of the mainstays when it comes to content creation for 100 Thieves, and as mentioned, filmed and recorded in a modular TV-ready studio that boasts the same technology as any daytime talk show.
“I am going to live here and never leave,” Jack “CouRageJD” Dunlop said jokingly. “Seriously though, this is the most amazing setup I have ever seen and I am ready to do shows until they kick me out.”
And as amusement parks end rides in souvenir shops, 100 Thieves starts patrons there. The front of the facility sports a retail space that is set up for apparel drops, team signings, and more. When the facility opens its doors to fans for apparel drops, they will find that the front of the compound has a large space to facilitate jersey sales and more.
While the compound is a place of work and business, there is a softer side where large couches sit next to huge TV screens and basketball hoops dominate the back of the facility. It’s a balance of work and play and thus far seems to be working just fine.
100 Thieves is co-owned by its Founder & CEO Matthew Haag, Musician and Artist Drake, SB Projects Founder Scooter Braun, and Cleveland Cavaliers Owner and Quicken Loans Chairman Dan Gilbert. The company has raised $60M USD in funding, including a recent Series B funding round led by Artist Capital Management.
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