100 Thieves announces collaboration with Chris Hemsworth

North American esports and lifestyle organisation 100 Thieves has announced a collaboration with actor Chris Hemsworth as part of a promotional campaign tied to the upcoming crime thriller Crime 101.

The collaboration was revealed on February 6th via a post on X (formerly Twitter), where 100 Thieves jokingly welcomed Hemsworth as its ‘101st member’ and unveiled a temporary visual update to its Los Angeles Compound.

According to the announcement, the partnership is connected to Crime 101, a 2026 crime thriller written and directed by Bart Layton. The film stars Hemsworth alongside Mark Ruffalo, Halle Berry, and others.

As part of the activation, 100 Thieves stated that it will host an in-person fan event at its Compound on February 10th. The organisation said the first 101 fans in line will receive exclusive apparel, as well as tickets to a private screening of Crime 101 ahead of its theatrical release.

The collaboration will also extend to livestreamed content. 100 Thieves Head of Studios Alex ‘Wex’ Wechsler shared on X that Hemsworth will appear in a livestream at the 100 Thieves Compound on Nadeshot’s Twitch channel.

“It’s been an honour being a part of 100 Thieves and looking forward to its new chapter as 101 Thieves,” Wex quipped. “We’re streaming with our newest thief, Chris Hemsworth, this Tuesday at the 101 Thieves compound on Nadeshot’s Twitch.”

A promotional video released alongside the announcement leaned into the organisation’s long-running ‘Thieves’ branding. In the video, 100 Thieves Founder and CEO Matthew ‘Nadeshot’ Haag mockingly ‘recruits’ Hemsworth as the latest addition to the team, before the actor responds: “Thank you, Nadeshot, but I think you mean 101 Thieves.”

While framed humorously, the collaboration marks another example of 100 Thieves partnering with mainstream entertainment properties. The organisation has increasingly positioned its Compound and creator network as platforms for film, fashion and lifestyle activations that sit alongside its esports operations.

At the time of writing, 100 Thieves has not disclosed whether additional content or events tied to Crime 101 are planned beyond the announced fan giveaway and livestream.