100 Thieves Announce Doug Barber as Vice President of Brand & Apparel

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100 Thieves Announce Doug Barber as Vice President of Brand & Apparel

100 Thieves announced that they have brought Doug Barber, the previous owner of clothing brand Reigning Champ, onboard as Vice President of Brand & Apparel.

100 Thieves hired Doug Barber to lead a brand new position, Vice President of Brand & Apparel, according to an official press release by the organization. Doug Barber previously owned and developed the clothing brand Reigning Champ. Barber is also known for leading collaborations between Reigning Champ and the NBA and Adidas. According to Barber, he sees his new challenge as one he's prepared for, saying,

“I was a fan of 100 Thieves from afar and couldn’t help but notice its incredibly passionate fanbase,” said 100 Thieves VP Brand & Apparel, Doug Barber. “Building an authentic lifestyle brand for the broader gaming community is an ambitious challenge that I look forward to tackling with Matt and John. I am the proud owner of one OG Nadeshot shirt, but it is no surprise to me that their product drops sell out within an hour. According to 100 Thieves, the company sold over $500,000 worth of merchandise in 5 minutes during their last product drop. It is no wonder that 100 Thieves would want to bring someone to on to manage their exponentially growing apparel market. Reigning Champ's clothing is very lifestyle based mixed with a streetwear style, perfect for matching the brand image of 100 Thieves.”

100 Thieves founder and CEO Matthew “Nadeshot” Haag had this to say on the partnership:

“I’ve been wearing Reigning Champ for a long time and it has always been one of my favorite brands. The quality of their apparel and the consistency of their brand aligns with what we are trying to build at 100 Thieves. We’re just getting started as an apparel brand and Doug is the perfect choice to help take us to the next level.”

It is unclear when 100 Thieve's next product drop will occur, but it will be under Doug Barber's leadership. 100 Thieves has traditionally done well with their apparel sales. The last time the North American organization released a clothing line, they sold over $500K USD in five minutes. Additionally, each of the organizations clothing drops has sold out in under 20 minutes.

Image VIA: 100 Thieves

Malik Shelp
Malik specializes in esports photography, videography, video editing, and graphic design. He has also written Overwatch and Dota articles for over 2 years for DBLTAP and other esports outlets. You can learn more about Malik on our About page.