100 Thieves × Allaway — Creator Camp

100 Thieves is one of the most recognized names in gaming and youth culture. Founded in 2017 by former Call of Duty pro Matthew “Nadeshot” Haag, the Los Angeles-based company began as a competitive esports organization and rapidly expanded into something far bigger — a lifestyle brand built at the intersection of gaming, streetwear, and entertainment. With backing from Drake, Dan Gilbert, and Scooter Braun, 100 Thieves quickly established itself as a cultural force well beyond the screen.

Their roster includes some of the most-followed gaming creators on the internet — streamers, YouTubers, and content personalities with cumulative audiences in the hundreds of millions. But what separates 100 Thieves from a traditional esports org is their understanding that community isn’t just an audience — it’s a product. Their merchandise drops sell out in minutes. Their content house in LA is a production campus in its own right. Their fans don’t just watch — they belong.

In 2021 and 2022, Allaway partnered with 100 Thieves to produce Creator Camp — influencers at summer camp. Fifty of their top creators gathered at exclusive campuses in New York and California for multi-day immersive experiences: cooking videos, live gaming, brand activations, head-to-head challenges, and the kind of spontaneous content moments that only happen when you put the right people in the right place. The result was over 20 million cumulative followers reached across organic creator content — and a blueprint for what brand activation looks like when the audience is the talent.