100 Thieves Teams Up With Chris Hemsworth for ‘Crime 101’ Campaign

100 Thieves, the North American esports and lifestyle organization, has announced that it'll be collaborating with Thor star Chris Hemsworth. 

The collaboration is part of a promotional campaign for Crime 101, a crime thriller scheduled for release on Feb. 13, 2026. Hemsworth is both an actor and producer in the film. 

What helps make more sense out of this collaboration is that, in 2025, 100 Thieves took home the Marvel Rivals Invitational NA, a game with the namesake of the franchise Hemsworth is known for. 

Announcement On X

On X, 100 Thieves' account posted a 1-minute, 17-second video featuring Nadeshot saying they needed someone like Hemsworth on their team, citing his role in the movie where he's portrayed as a thief. 

He then welcomes him to 100 Thieves before Hemsworth comes on screen and says, "Thank you, Nadeshot, but I think you mean 101 Thieves."

Welcome, number 101.

We’ve given the Compound a new look to celebrate the newest member of 101 Thieves, @ChrisHemsworth pic.twitter.com/c15hWmlk8Q

— 101 Thieves (@100Thieves) February 6, 2026

Then, an ad appears announcing a live stream with Nadeshot and Hemsworth, featuring 101 Thieves x Crime 101 apparel. 

"Welcome, number 101.

We’ve given the Compound a new look to celebrate the newest member of 101 Thieves, @ChrisHemsworth," the account wrote on X. 

As mentioned, Hemsworth is a producer and actor. In addition to him, Bart Layton wrote and directed the movie. The movie also stars Mark Ruffalo, Halle Berry, and more. 

The campaign will also feature an in-person fan event at 100 Thieves' Compound on Feb. 10. The first 101 people in line will receive exclusive apparel and a private screening of the movie before its release. 

100 Thieves Head of Studio Speaks Out

Also on X, Alex Wex, the Head of Studios for 100 Thieves, commented on the collaboration. 

It's been honor being a part of 100 Thieves and looking forward to its new chapter as 101 Thieves!

We're streaming with our newest thief @chrishemsworth this Tuesday at the 101 Thieves compound on Nadeshot's Twitch! See you there! https://t.co/ybsLKnNXaJ

— 101T Wex (@AlexWex) February 6, 2026

"It's been honor being a part of 100 Thieves and looking forward to its new chapter as 101 Thieves!

"We're streaming with our newest thief @chrishemsworth this Tuesday at the 101 Thieves compound on Nadeshot's Twitch! See you there!" Wex wrote. 

Fan Reaction

The response to 100 Thieves' collaboration was positive. In response to the video with Nadeshot and Hemsworth, here were some of the reactions: 

"Damn I thought that was @NiceWigg with a haircut at first lol. But nah for real! That's wild!!! @100Thieves really kicking off this year with some amazing stuff," one fan wrote. 

"Surely Thor would want to have an LCS team to cheer for," someone else said. 

"peak marketing. team snapped on this," someone else said, replying to Wex's post.