When Matthew "Nadeshot" Haag first dreamt of a brand that blended competitive gaming with streetwear culture, he had the vision, but he needed a mechanic. He needed someone who could take a chaotic, creator-led startup and turn it into a $460 million powerhouse. That person was John Robinson.
For over six years, Robinson served as the President and COO of 100 Thieves. He was the suit in a room full of hoodies, the guy who talked to VCs while Nadeshot talked to the fans. But then, in early 2024, everything changed. If you've been following the scene lately, you might have noticed his name popping up less frequently in the 100T vlogs.
The reality? Robinson is no longer steering the ship day-to-day.
The Transition Nobody Saw Coming
In March 2024, the news dropped that Robinson was stepping down from his executive roles. He didn't just vanish into thin air, though. He transitioned into an advisor role, effectively passing the torch to a trio of internal leaders: Jason Ton (CBO), Jacob Toft-Andersen (President), and Julie Van (COO).
It was a massive shift. Honestly, for many hardcore fans, Robinson was 100 Thieves just as much as Nadeshot was. While Matt was the face, John was the one securing the bag—literally. He was instrumental in raising over $100 million in venture capital from heavy hitters like Dan Gilbert, Drake, and Scooter Braun.
Why leave? There wasn't some scandalous falling out.
👉 See also: GTA Vice City Cheat Switch: How to Make the Definitive Edition Actually Fun
The esports industry in late 2023 and early 2024 was basically a graveyard of over-leveraged organizations. We saw the "esports winter" hit hard. 100 Thieves wasn't immune. They had to spin off their energy drink brand, Juvee, and their game development studio. They had rounds of layoffs. Robinson had spent six years in the trenches, and by the time 2024 rolled around, he was ready to move into a different phase of his life.
What John Robinson Actually Did for 100 Thieves
You can't talk about the success of 100 Thieves without looking at the 2021-2022 era. It was peak "hypebeast gaming." Robinson's fingerprints were all over the series of moves that made the org feel invincible.
He didn't just want to win games. He wanted to build a lifestyle brand that people would wear even if they didn't know what a "kill-death ratio" was.
- The Series C Raise: Under his watch, the company hit a valuation of $460 million. That's insane for a gaming org.
- Championship Culture: He helped oversee the 2021 LCS Championship win and the 2022 CDL Championship.
- Strategic Diversification: He pushed for the acquisition of Higround (the keyboard company) and the launch of Juvee.
Some people criticized the "ego plays," like the Gucci collaboration, but Robinson defended the strategy. His goal was to make 100 Thieves the most important company in gaming culture. For a while, they absolutely were.
The "Esports Winter" Reality Check
The bubble burst. Hard.
✨ Don't miss: Gothic Romance Outfit Dress to Impress: Why Everyone is Obsessed With This Vibe Right Now
By late 2023, the sentiment around the organization started to sour in some corners of Reddit. People were tired of the "lifestyle" focus when the teams were struggling or when layoffs were happening. Robinson was the one who had to communicate these tough choices.
He was the one who confirmed the 20% workforce reduction in November 2023. That’s a heavy burden to carry. The dream of being a massive conglomerate with its own game studio and beverage line had to be scaled back to ensure the company survived.
Life After the Presidency
So, where is he now in 2026?
John Robinson remains an advisor, but he has largely stepped away from the public eye of the "100 Thieves content machine." His departure marked the end of an era—the "growth at all costs" era. The new leadership is focused on a much leaner, more sustainable version of 100 Thieves.
They aren't trying to be a tech company anymore; they're trying to be a profitable gaming and apparel business.
🔗 Read more: The Problem With Roblox Bypassed Audios 2025: Why They Still Won't Go Away
Is 100 Thieves Still 100 Thieves Without Him?
It's a different vibe now.
Nadeshot is still the heart, but the "business maturity" that Robinson brought is now baked into the DNA of the staff he trained. If you're an aspiring esports exec, there’s a lot to learn from how he navigated those six years. He proved that you could bring traditional corporate rigor to a world that was—and often still is—wildly unprofessional.
Actionable Takeaways for the Industry
If you're following the 100 Thieves story or trying to build something similar, here is what the Robinson era taught the world:
- Founder-Executive Synergy: A creator founder needs a "boring" business partner. Nadeshot could dream, but Robinson could execute. Without that balance, most creator-led orgs fail within two years.
- Diversification is a Double-Edged Sword: Building keyboards and energy drinks sounds great for revenue, but it adds massive overhead. When the economy dips, those are the first things you'll have to cut.
- Apparel is the Real MVP: While esports prize money is volatile, a strong apparel brand provides the "floor" for your revenue. 100 Thieves survived because people kept buying the hoodies.
Robinson’s legacy is a blueprint for how to scale, but also a cautionary tale about the limits of the esports "hype" model. He built the foundation that allows the org to still exist today, even if he isn't the one signing the checks anymore.