German sportswear brand Adidas has launched a partnership with renowned North American esports organization 100 Thieves.
100T has partnered with the Adidas Originals brand to release a variety of 100 Thieves-branded apparel, including jerseys, tracksuits, shoes, socks, pants and towels.
Esports Insider reported that this is a carryover of the two organizations’ earlier partnership, with Adidas initially creating the official 100 Thieves esports jersey. The move, Esports Insider reported, is a larger collaboration.
“The merchandise collection includes the previously announced jersey, a 100 Thieves and Adidas-designed tracksuit, a T-shirt, socks, and a towel. In addition, Adidas worked with Matthew ‘Nadeshot’ Haag, the founder of 100 Thieves, on a custom version of the Adidas Rivalry sneakers. The sneakers feature both Nadeshot’s and Adidas’ logos and will be available in off-white,” Esports Insider reported.
This is one of the few partnerships that saw Adidas partner with major esports organizations, such as G2 Esports and Team Vitality. Adidas earlier partnered as well with the predecessor of the 2024 Esports World Cup, the Gamers8 Cup, as well as a partnership with Guild Esports, through the Merky FC venture.
100 Thieves currently fields teams in VALORANT (100 Thieves) and in Call of Duty (LA Thieves). Aside from its competitive teams, they also used to own an energy drink brand, Juvee, before selling it to Sprecher Brewing in early 2024.
