100 Thieves CEO Nadeshot reveals energy drink brand for esports

Matthew “Nadeshot” Haag, founder and CEO of the international gaming and lifestyle brand 100 Thieves, launched Juvee, a brand-new rejuvenating energy drink.

The latest project from 100 Thieves is exactly what was anticipated given their history of bold moves and wild collaborations in the industry. The company has launched Juvee, a new revitalizing energy drink that is said to be formulated to increase energy, sharpen attention, and enhance general well-being. Juvee is an energy drink with no sugar, 128 milligrams of caffeine, and only 5 calories. It is available in three fruity flavors: Kiwi Strawberry, Watermelon Lime, and Tropical Crush.

Juvee was first alluded to over a year ago when 100 Thieves filed for Juvee’s trademark. Matthew “Nadeshot” Haag’s company applied to own the name “JUVEE” at the end of April 2020, according to the trademark registration. After 15 months of waiting, 100 Thieves has successfully launched its very own line of energy drinks.

Although many esports organizations and teams have brand agreements with energy drink companies, 100 Thieves stands to be the first esports organization to launch its own drink. Over the past four years, the organization has been sponsored by a variety of beverage brands, including Monster, Red Bull, Truly, Heineken, and Rockstar. According to the promotional video, 

Nedshot’s vision taking 100T to new heights

Nadeshot and 100 Thieves aspired to be more than just another esports organization and establish themselves as a premium lifestyle brand. The organization, which has attracted some of the top content producers in the world along with numerous fantastic collaborations, has up until now lived true to that promise. The North American organization has collaborated with several well-known brands from a variety of industries, including automobile manufacturer Lexus, high-end clothing line Gucci, audio equipment maker JBL, and energy drink company Rockstar Energy. 

As for Esports, the organization fields top-tier teams in  League of Legends, Call of Duty, and Valorant. While 100T’s Call of Duty squad LA Thieves won a Major in the CDL, their League of Legends team is also performing well right now, placing second in the 2022 LCS Summer Split. Additionally, 100 T has a partnered spot in Valorant’s upcoming Americas League, which will begin in 2023.

In addition to fielding competitive teams in a wide range of esports games, the company has seen substantial expansion in its streaming and content creation divisions as well. Beginning in 2017, 100 Thieves initially took its time signing up new content creators. Since 2020, however, the organization has actively expanded the number of creators who fall under its influencer umbrella to fifteen.

According to Stream Charts, 100 Thieves streamers collectively attracted over 41.2 million viewers across almost 10,000 hours of airtime in 2022 alone. The 100 Thieves streamers have gained more than 17 million followers overall, making them some of the most popular and frequently watched individuals on streaming platforms.

Header: Juvee/ 100 Theives