While a lot of folks weren’t looking, gaming grew up...

A quick note on the 100 Thieves announcement today, revealing their upcoming collaboration with fashion brand Gucci.

100 Thieves has taken flack from the gaming community for prioritizing their clothing brand over their esports teams or even their media brand.

It's a criticism 100 Thieves founder Matthew Haag (Nadeshot) has been forced to respond to in the past.

But with 100 Thieves dropping their Gucci collaboration on July 19th, his (and their) response is as clear as ever. They’re leaning into it. They don’t give a shit about that criticism. And they absolutely shouldn’t.

Because 100 Thieves collaborating with Gucci will be a surprise to many; but it absolutely shouldn’t be. A stark evolution in the identity of gamers in the past five years has sent all past gaming stereotypes back to the lobby, if you will.

Hobby gamers (like me) who grew up playing Goldeneye on N64 are now late 20’s to early 30-somethings playing Call Of Duty: Warzone. There’s many millions of us. And many if not most now have careers, a little fashion sense, and yes—some disposable income.

On top that the 100 Thieves brand no doubt has some aggressive growth goals. Most know, but they’ve taken ~$60 million in investment capital from the likes of Marc Benioff, Scooter Braun, and Drake. It’s no secret that 100 Thieves is here to do cool shit and make money.

So what’s a great way to solidify your brand identity as the Supreme of gaming? Legitimize your brand name and get it farther, wider, and into higher echelon circles than it’s ever been perceived at before? And inject some capital into your growing company?

How about partnering with one of the most well-known high-fashion brands in the world, that’s been around for over 140 years?

And on the flip side, Gucci taps into 100 Thieves’ massive, young audience. One that’s fashion-conscious and down to spend money to prove it.

The collection will undoubtedly sell out in an instant like the rest of the 100 Thieves capsule collections have. Gamers or fans who complain about it being bougie or out of touch aren’t their target audience anyway.

I think we call that an easy W.

So if there was any question about whether esports or gamers-as-influencers are here to stay, we can safely put that conversation to bed. I for one, will be patiently awaiting the drop, and keeping tabs on what both 100 Thieves and Gucci do next.

P.S. Nadeshot, if you ever need a positive K/D casual to drop in with, I’m around, and my DM’s are open...

Now y’all pardon me while I put on my Gucci loafers, and drop into Verdansk.