The gaming industry is bigger than both the film and music industries combined. Let that sink in for a minute…

… now that’s sunken, it probably comes as no surprise to see the likes of LA esports and lifestyle label 100 Thieves rapidly rising in notability. But this isn’t just any old naff ‘gamer merch’. Not even close.

Just like how other streetwear labels might have their roots in workwear, or surf culture – 100 Thieves is the first of its kind to establish a fully-fleshed gaming-rooted streetwear entity which has had massive, global success. Founded by Matt ‘Nadeshot’ Haag, a professional Call of Duty player from the age of 14, the foundations of 100 Thieves is split into 3 core pillars: esports, lifestyle, and apparel – with a resounding focus on community over profit. 

Since its inception in 2017, 100 Thieves has been compared to that of Supreme, and has even caught the attention of and been given the nod by luxury Italian fashion house, Gucci. More recently, they’ve teamed up with Colorado natives, crocs. Not bad for 7 years work, and that’s only a little glimpse at what the brand has already achieved in such a short space of time. 

Seemingly, it was only a matter of time before the brand aligned crosshairs with a real streetwear giant. For SS24, 100 Thieves have joined lobbies with cultural kingpin adidas on a streetwise collection of reimagined Originals staples. Explore the full collection below, which includes everything from a beach towel to the latest competitive team jersey.

Embrace your inner gamer with the adidas Originals x 100 Thieves collection, available online at size? from 31/05/24.