North American esports and life-style organisation 100 Thieves has introduced a collaboration with actor Chris Hemsworth as a part of a promotional marketing campaign tied to the upcoming crime thriller Crime 101.
The collaboration was revealed on February sixth via a post on X (previously Twitter), the place 100 Thieves jokingly welcomed Hemsworth as its ‘a hundred and first member’ and unveiled a short lived visible replace to its Los Angeles Compound.
In keeping with the announcement, the partnership is linked to Crime 101, a 2026 crime thriller written and directed by Bart Layton. The movie stars Hemsworth alongside Mark Ruffalo, Halle Berry, and others.
As a part of the activation, 100 Thieves said that it’s going to host an in-person fan occasion at its Compound on February tenth. The organisation mentioned the primary 101 followers in line will obtain unique attire, in addition to tickets to a personal screening of Crime 101 forward of its theatrical launch.
Collaboration Particulars
The collaboration will even lengthen to livestreamed content material. 100 Thieves Head of Studios Alex ‘Wex’ Wechsler shared on X that Hemsworth will seem in a livestream on the 100 Thieves Compound on Nadeshot’s Twitch channel.
“It’s been an honour being part of 100 Thieves and looking out ahead to its new chapter as 101 Thieves,” Wex quipped. “We’re streaming with our latest thief, Chris Hemsworth, this Tuesday on the 101 Thieves compound on Nadeshot’s Twitch.”
A promotional video launched alongside the announcement leaned into the organisation’s long-running ‘Thieves’ branding. Within the video, 100 Thieves Founder and CEO Matthew ‘Nadeshot’ Haag mockingly ‘recruits’ Hemsworth as the most recent addition to the crew, earlier than the actor responds: “Thanks, Nadeshot, however I feel you imply 101 Thieves.”
Whereas framed humorously, the collaboration marks one other instance of 100 Thieves partnering with mainstream leisure properties. The organisation has more and more positioned its Compound and creator community as platforms for movie, vogue and life-style activations that sit alongside its esports operations.
On the time of writing, 100 Thieves has not disclosed whether or not further content material or occasions tied to Crime 101 are deliberate past the introduced fan giveaway and livestream.
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