100 Thieves Tone of Voice — Streetwear & Esports

Tagline: "Built Different"

Industry: Esports

Sector: Entertainment

How 100 Thieves Communicates

100 Thieves ties gaming to streetwear and lifestyle. "Built Different" frames the LA-based organisation around blending esports, content, and premium apparel into one culture brand — streetwear, esports, LA. The voice is esports-streetwear-brand and confident, selling gaming as a lifestyle and fashion statement, positioning 100 Thieves around competitive teams, popular content creators, and coveted, sold-out clothing drops, framed around a cool, elevated identity that treats gaming culture as genuinely aspirational.

Tone Words

100 Thieves's brand voice is defined by the following tone words: Streetwear, Esports, LA.

Communication Style

Language Style: Esports-streetwear-brand
Sentence Type: Statement
Tense: Present
Expression: Imaginative

100 Thieves Brand Story

100 Thieves represents excellence in esports. "Built Different" captures the brand's streetwear, esports, la approach.

Brand Message

Built Different

Brand Mission

Deliver excellence in esports

Brand Positioning

Core Concept: Streetwear Esports

Central Tension: Ordinary vs. Exceptional

About 100 Thieves

100 Thieves, LLC (abbreviated 100T) is an American lifestyle brand and gaming organization based in Los Angeles, California, founded in 2017 by Matthew "Nadeshot" Haag. The organization competes in several video games, including Apex Legends, Call of Duty, Counter-Strike 2, Rainbow Six Siege, Marvel Rivals, and Valorant. They currently operate three franchise teams, which compete in the Valorant Champions Tour (VCT), Apex Legends Global Series (ALGS), the Call of Duty League (CDL) (branded as Los Angeles Thieves).

Frequently Asked Questions About 100 Thieves

What is 100 Thieves's tone of voice?

100 Thieves uses a streetwear, esports, la tone of voice. Their communication is esports-streetwear-brand, typically using statement-style sentences in the present tense. Their tagline "Built Different" exemplifies this voice.

How does 100 Thieves communicate with customers?

100 Thieves represents excellence in esports. "Built Different" captures the brand's streetwear, esports, la approach.

What is 100 Thieves's brand message?

100 Thieves's core message: Built Different Their mission: Deliver excellence in esports

What is 100 Thieves's slogan?

100 Thieves's slogan is "Built Different". It carries their streetwear, esports, la voice.

What is 100 Thieves's mission?

100 Thieves's mission: Deliver excellence in esports

What makes 100 Thieves's brand voice unique?

100 Thieves stands out through their streetwear, esports, la communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Entertainment sector.

What language style does 100 Thieves use?

100 Thieves uses esports-streetwear-brand language, with imaginative messaging, in statement-style sentences, using the present tense.