German sportswear brand Adidas, through its heritage and retro-inspired sub-brand Adidas Originals, has announced a merchandise collaboration with North American esports organisation 100 Thieves.
As part of an ongoing partnership between both brands, the first-ever Adidas and 100 Thieves collection includes a variety of merchandise items, including jerseys, tracksuits, socks, pants and towels.
Adidas and 100 Thieves first partnered earlier this year and worked together to create the official 100 Thieves esports jersey. The two brands have now announced a larger collaboration focused on a variety of clothing items that will be available on May 31st online and in select stores.
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.
Although Adidas is one of the largest sportswear brands in the world, the company’s presence in esports is not overly prominent. The German brand has notably been a partner of large esports organisations such as G2 Esports and Team Vitality, but these partnerships were not renewed. In addition, Adidas was a partner of Gamers8 2023 and has partnered with Guild Esports through its Merky FC venture.
100 Thieves is one of the most-known esports and gaming companies in North America. It is most known for its content creation, but operates rosters in a variety of games including VALORANT, where 100 Thieves won the most recent VCT Americas Stage 1. The company also notably sold its energy drink brand Juvee to Sprecher Brewing in early 2024 as a part of a wider restructuring effort.
