Founding member of 100 Thieves, Jackson Dahl, is moving on. The 27-year old and Forbes 30 under 30 shared his journey in a very touching Medium post.

100 Thieves is undoubtedly a market leader when it comes to esports lifestyle brands. The organisation has an estimated net worth of $190 million and was founded only four years ago in 2017. Jackson Dahl, who was one of the 100 Thieves founding team, has announced his departure from the organisation. However, not before posting a very candid update on Medium entitled “Reflections on Building 100 Thieves“.

Check out the full Medium Post: Reflections on Building 100 Thieves.

Who is Jackson Dahl?

For those unaware of Jackson’s role at 100 Thieves, Jackson Dahl was in charge of business development, in particular the organisation’s apparel and entertainment business. In 2021 he was named in Forbes 30 Under 30.

“A member of 100 Thieves’ founding team, Dahl was in charge of the gaming organization’s esports, apparel, and entertainment businesses as it quickly grew in the industry. Forbes estimates 100 Thieves is now worth $160 million. Today, Dahl oversees the signing and management of its non-competitive roster of players and content creators.”

Forbes 30 under 30

Jackson Dahl had prior experience as an analyst for two venture capitalists firms, and met 100 Thieves’ Matt “Nadeshot” Haag through a mutual friend Blake Robbins. Blake Robbins’ current firm Ludlow Ventures was one of 100 Thieves original investors.

Jackson Dahl on how Nadeshot convinced him to join the project

In his Medium post, Jackson Dahl is very direct about not knowing much about Nadeshot and being “concerned he would be all talk and little substance”. However, despite his early scepticism, Jackson Dahl was convinced of Nadeshot’s vision for his new org after having dinner together.

“After meeting him, it was profoundly clear to me that this wasn’t a side hustle for Matt. This was it. He had a vision to bring his audience on a journey with him, return to the competition that formed him, and establish a brand that was actually more substantial than ‘Nadeshot’,” said Jackson Dahl.

Jackson Dahl, who was only 23 at the time, went on to say that Nadeshot’s vision to create something bigger than himself was a major factor in him joining the project.

Jackson Dahl with Nadeshot -  [Image from Reflections on Building 100 Thieves] on Medium
Jackson Dahl with 100 Thieves CEO Matt “Nadeshot” Haag (Image from his Medium blog)

“We didn’t know exactly how we’d do it, but Matt’s early ideas about building an apparel brand and working with entertainers alongside competitors made me realize this could be something special.”

“I was fortunate to work with two incredible early-stage investors early in my career at Lowercase Capital: Chris Sacca and Matt Mazzeo. One of the most important things I learned from them was to bet where the deck is stacked in your favor — where you have unfair advantages. And most importantly, when the founder has that little extra special quality that makes you want to run after them.”

Jackson Dahl - [Image from Reflections on Building 100 Thieves] on Medium
Jackson Dahl with the LCS trophy (Image from his Medium post)

Jackson on why esports lack big brands

Although not versed in the esports sphere when he joined the 100 Thieves project, Jackson was well aware of its potential. In a very insightful comment, Jackson pointed out the rather precarious approach by many teams when it comes to building their brand.

I’d been paying attention to the esports scene and it was clear there was an opportunity for a strong brand to emerge. Most teams built their audiences off of either winning, star players, or both. Anyone who has worked in or loved a sports team knows that both are fleeting.

Jackson Dahl

Jackson Dahl on the beauty of working for 100 Thieves

The overall vibe of the Medium post is one of love. In his closing statement Jackson Dahl said that what brought him the most pride was that 100 Thieves was bringing joy to their fanbase. “I think we’ve made a lot of people smile in the last four years,” said Jackson Dahl. “And hopefully even helped them meet new friends or make the days a little easier.”

“There may be easier, more lucrative, or maybe even more fun jobs,” he added. “But there is no more fulfilling work to me than running in one direction and trying to make something new with the right group of people. That’s what I’ve taken away from this experience, more than anything else.”

There are plenty more quotes and pictures to enjoy. I highly recommend taking a look at Jackson Dahl’s Medium post to see them all. Alternatively check out our Gaming News section!

Filed Under

Lawrence "Malystryx" Phillips

Director of Content | Twitter: @MalystryxGDS | Twitch: MalyPlays

Malystryx is Editor-in-Chief/Managing Editor at and a veteran esports journalist, content creator and personality. He has been involved in the esports scene since 2004 and has worked with many different organizers and portals, including SK Gaming, ESL, Dexerto, GINXTV, Razer and Monster Energy. Malystryx was also a broadcast talent on Valve's Dota 2 Pro Circuit over the last few years, creating on-site video content for PGL and Starladder. In his spare time he streams on Twitch as MalyPlays.