Matt Haag (Matty)
From Fortnite legend to the visionary architect of a global gaming lifestyle empire.
Matthew Haag, universally known as Matty, is the founder and CEO of 100 Thieves, a premier esports organization and lifestyle brand established in 2017. Originally rising to fame as one of the most celebrated Fortnite content creators and professional players in history, Matty pivoted from active competition to build an empire that bridges the gap between competitive gaming and mainstream culture. His leadership transformed a personal brand into a global entity known for its distinctive black-and-white aesthetic, high-quality apparel, and inclusive community initiatives.
- Role
- Founder & CEO
- Affiliation
- 100 Thieves
- Primary Discipline
- Fortnite / Content Creation
- Status
- Active (Executive)
- Founded Organization
- 2017
Lore & Background
Under Matty's guidance, the organization has become synonymous with a specific cultural ethos that values loyalty, style, and community support. He is credited with professionalizing the business side of content creation for many creators who joined his ranks, providing them with resources to thrive beyond just streaming revenue. The brand's expansion into physical retail stores and high-profile collaborations with major fashion houses has cemented its status as a lifestyle giant, all while maintaining the core identity Matty established: a place where the 'Thieves' family comes first.
In Their Own Story
The arena lights dimmed, leaving only the glow of the massive screens reflecting off Matty's face. It wasn't his headset or controller that drew the crowd's attention tonight; it was the logo on his hoodie. Decades ago, he stood in this exact spot as a player, heart pounding, aiming for the final circle. Now, standing at the edge of the stage, he watched his organization's roster step forward to compete. The roar of the crowd wasn't just for a game anymore; it was for the family he built from nothing but a dream and a headset.
Reader's Guide
The 100 Thieves brand extends far beyond the digital arena through its flagship apparel line, which has become a staple in streetwear culture. Known for its high-quality hoodies, tees, and accessories featuring the iconic skull logo, the merchandise serves as a uniform for fans worldwide.
Beyond fashion, Matty spearheaded the 'Thieves Academy' initiative, designed to nurture young talent and provide educational resources for aspiring creators and athletes. This program reflects his commitment to giving back to the community that supported him during his rise.
The organization also hosts major in-person events like the 100 Thieves Expo, bringing together fans, players, and celebrities for a celebration of gaming culture. These gatherings emphasize connection and shared passion, reinforcing the brand's mission to create a true home for gamers.
Did You Know?
- Matty was one of the first creators to sign a major deal with Epic Games during Fortnite's initial boom in 2018.
- The organization expanded into physical retail locations in Los Angeles and New York, blending fashion with gaming culture.
- Before founding 100 Thieves, Matty gained significant traction on Twitch and YouTube through his high-level gameplay and personality.
More in Stadium & Culture
Elsewhere in the 100 Thieves universe
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