North American esports and life-style organisation 100 Thieves has introduced a collaboration with actor Chris Hemsworth as a part of a promotional marketing campaign tied to the upcoming crime thriller Crime 101.
The collaboration was revealed on February sixth by way of a publish on X (previously Twitter), the place 100 Thieves jokingly welcomed Hemsworth as its ‘one hundred and first member’ and unveiled a brief visible replace to its Los Angeles Compound.
In keeping with the announcement, the partnership is linked to Crime 101, a 2026 crime thriller written and directed by Bart Layton. The movie stars Hemsworth alongside Mark Ruffalo, Halle Berry, and others.
As a part of the activation, 100 Thieves said that it’ll host an in-person fan occasion at its Compound on February tenth. The organisation mentioned the primary 101 followers in line will obtain unique attire, in addition to tickets to a non-public screening of Crime 101 forward of its theatrical launch.
Collaboration Particulars
The collaboration will even prolong to livestreamed content material. 100 Thieves Head of Studios Alex ‘Wex’ Wechsler shared on X that Hemsworth will seem in a livestream on the 100 Thieves Compound on Nadeshot’s Twitch channel.
“It’s been an honour being part of 100 Thieves and searching ahead to its new chapter as 101 Thieves,” Wex quipped. “We’re streaming with our latest thief, Chris Hemsworth, this Tuesday on the 101 Thieves compound on Nadeshot’s Twitch.”
A promotional video launched alongside the announcement leaned into the organisation’s long-running ‘Thieves’ branding. Within the video, 100 Thieves Founder and CEO Matthew ‘Nadeshot’ Haag mockingly ‘recruits’ Hemsworth as the newest addition to the staff, earlier than the actor responds: “Thanks, Nadeshot, however I believe you imply 101 Thieves.”
Whereas framed humorously, the collaboration marks one other instance of 100 Thieves partnering with mainstream leisure properties. The organisation has more and more positioned its Compound and creator community as platforms for movie, style and life-style activations that sit alongside its esports operations.
On the time of writing, 100 Thieves has not disclosed whether or not extra content material or occasions tied to Crime 101 are deliberate past the introduced fan giveaway and livestream.
