North American esports organization 100 Thieves have announced Stock X as their newest partner.
Stock X becomes the third major sponsor of the org, joining NBA franchise Cleveland Cavaliers, Rocket Mortgage by Quicken Loans, and Razer.
Often referred to as the "online stock market for sneakers," Stock X is live, bid/ask marketplace for buying and selling limited edition, high demand sneakers and other lifestyle items.
The company has grown a strong reputation for its business model, which involves them providing live pricing data for thousands of items and also as acting as a middleman that authenticates shoes resold by third party sellers to third party buyers.
The partnership was officially announced on June 28th via a post on the 100 Thieves Twitter page.
"If we beat OpTic in our first LCS match ever, I'll buy the whole team Yeezys."— 100 Thieves (@100Thieves) June 28, 2018
We're so thrilled today to announce our partnership with @StockX, the stock market of sneakers, streetwear and things. Big shoutout for helping us fulfill our promise.
Watch: https://t.co/F3fAyuMxIx pic.twitter.com/CNIswYPEjp
Included as part of the announcement was a YouTube video in which 100 Thieves founder and CEO Matt 'Nadeshot' Haag revealed that the idea to do business with StockX originated from a promise he had made to their entire League of Legends team and staff.
"A long, long, long, time ago a promise was made to our professional League of Legends team. At the beginning of our season, our first match ever, inaugural season, 100 Thieves, Spring Split 2018, I told every individual on our roster that 'if you beat OpTic Gaming in our first match ever, I'm going to buy you a pair of Yeezy 350 Boosts.' So has history unfolded, as you guys know, we finished the Split in first place. That first match ever, we defeated OpTic Gaming.
I was going to buy the Yeezys with my own money! I was going to buy them, I had no problem doing that! [...] With that being said, I am excited to announce that 100 Thieves has officially partnered with StockX. [...] They were offering to help me deliver the sneakers to the players. [...] We actually finally got the players the sneakers. I've never seen the players have that much emotion, I swear to God. When they walked through that door and finally saw the sneakers sitting on the table thanks to StockX, they were so happy and excited."
The partnership between 100 Thieves and StockX certainly makes; the org and Nadeshot are known for their focus on high end merchandising and lifestyle, something which the sneaker distributor can supplement well.
"At the end of the day, what seals the deal, is the sneakers that I'm wearing. Because that's what's going to make me look fresh, that's what's going to make me feel special, that's what's going to make me feel different."