On May 25, 2024, adidas Originals and 100 Thieves officially launched their inaugural collaborative lifestyle collection, expanding their partnership beyond the competition jersey into the broader streetwear market. This collection marked the moment when the 100T x adidas collaboration went from “esports jersey deal” to “fashion partnership.”
The Collection
The inaugural collection represented a full apparel and lifestyle drop, going beyond the Primary Jersey launched two months earlier. The pieces bridged gaming culture and outdoor aesthetics, establishing the RPG-adventure design language that would be refined in the SS25 collection the following year.
adidas issued an official press release from their Herzogenaurach headquarters, treating the launch with the same PR infrastructure typically reserved for their biggest global fashion collaborations.
Why This Drop Matters
Most esports brand partnerships stop at the jersey. Teams get a branded competition kit, fans buy it, and the partnership’s commercial potential is limited to one product category. The 100T x adidas inaugural collection broke this pattern by proving that esports partnerships can support full lifestyle product lines.
This expansion model has since influenced other organizations:
- Team Liquid expanded their Marvel partnership from jerseys to full collections
- Fnatic launched the Genesis lifestyle collection alongside their pro kit
- Sentinels branched into anime collaborations with Haikyu
100 Thieves and adidas were the first to prove the model works at scale.
Timeline: The 100T x adidas Journey
The inaugural collection represents a major step in a partnership that has accelerated rapidly:
| Date | Milestone |
|---|---|
| Mar 2024 | First 100T x adidas Primary Jersey |
| May 2024 | Inaugural Lifestyle Collection (this drop) |
| Jul 2025 | adidas Originals Worlds Jersey for EWC |
| May 2025 | SS25 Collection (3 sneakers + apparel, Noah Lyles campaign) |
| Jan 2026 | 2026 Primary Jersey with 3D silicone logo |
In under two years, the partnership evolved from a single competition jersey to a full lifestyle brand with footwear, seasonal collections, and celebrity ambassadors. No other esports-fashion partnership has scaled this quickly.
Impact on the Industry
The 100T x adidas model has influenced how other organizations approach brand partnerships. Teams that previously viewed jersey sponsorships as simple logo placements are now exploring deeper collaborations that extend into lifestyle products. FURIA’s adidas partnership in Brazil and the Esports World Cup’s adidas merchandise deal both followed the trail 100 Thieves blazed.
More 100 Thieves Coverage
- 100 Thieves 2026 Primary Jersey
- 100 Thieves x adidas Originals 2025 Worlds Jersey
- 100 Thieves x adidas Originals Spring Summer 2025 Collection
- 100 Thieves x adidas Originals 2025 Primary Jersey
- FURIA x adidas 2025 Collection
Where to Buy
The 100 Thieves x adidas Originals collection is available at 100thieves.com and adidas.com.
