Matthew Haag

Lore & Background

Haag's legacy is rooted in the golden age of competitive Call of Duty. During his tenure with Team Dignitas, he became synonymous with clutch performances and tactical mastery on the battlefield. However, his true ambition extended beyond the leaderboard; he envisioned an ecosystem where players could thrive both competitively and culturally.

In Their Own Story

The lights dimmed over the arena, but Matthew wasn't looking at the stage anymore. He sat behind the monitors in the production truck, watching his former teammates execute strategies he had helped design years ago. The headset was off; the controller was retired. Now, the game was about building something that would outlast any single tournament run.

Reader's Guide

Matthew Haag began his competitive career in Call of Duty, quickly rising through the ranks with Team Dignitas. His skill on the battlefield earned him multiple Major League Gaming titles, cementing his status as one of the sport's elite players during the Black Ops II era.

Following his retirement from professional play around 2016, Haag pivoted to building a community-first organization. He launched 100 Thieves officially in early 2017, transforming a loose clan into a structured esports and lifestyle brand capable of competing globally.

The strategy focused heavily on apparel and content creation alongside traditional team management. This diversified approach allowed the company to grow rapidly beyond gaming tournaments, establishing a distinct identity within pop culture while maintaining competitive integrity across multiple titles.

Subsequent years saw massive expansion into new game verticals and media production. Haag's leadership ensured stability during industry shifts, prioritizing long-term brand value over short-term tournament wins.

Today, Haag remains the central figure of the organization's leadership. His journey from controller-wielding competitor to executive owner defines the modern blueprint for player-founded esports enterprises in the digital age.

Did You Know?

• Haag was one of the highest-earning streamers on Twitch during his peak content creation years.
• 100 Thieves started as a Call of Duty clan before evolving into a multi-game organization.
• He won multiple MLG titles with Team Dignitas prior to retiring from competition.
• The brand's apparel line became iconic within the gaming community shortly after launch.