Colin Dives Into Drake’s Esports Brand

Published by Colin Finkle on

100 Thieves: The history, culture, and apparel of one of the fastest-growing brands in the world.

I wrote an in-depth profile of 100 Thieves for BMB, and there are a lot of lesson’s brand builders can learn from this rapidly growing brand.

This brand went from a dream and a logo, to being invested in by Drake, to a $660 million evaluation over the course of three years. It’s as if we are witnessing the birth of the Yankees, only bigger and better because 100 Thieves is a worldwide lifestyle brand.

Read about the apparel and history of 100 Thieves:

Categories: Blog

Colin Finkle

Colin Finkle is an Industrial Designer working in Mississauga, Ontario, Canada. He is an industrial designer with a graphic specialty, meaning he has the rare talent in both 3D and 2D design, creating both the structure and the print graphics for any display. He has worked in the retail display and point of purchase industry his entire career, and had had the opportunity to work closely with clients like Warner Brother, Cadbury, Sony, and many others.


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