100 Thieves CEO Matthew “Nadeshot” Haag revealed that he and 100 Thieves “totally sniffed” when they forgot to sign Twitch record holder Kai Cenat for their energy drink.
Since Nadeshot launched 100 Thieves in 2017, it has become one of the largest brands in the field of esports and gaming lifestyle, known outside the server primarily for its exclusive limited goods and clothing.
Since then, he has won several gaming championships and awards, and in recent years has begun to diversify his revenue streams by launching or owning other brands.
One of them is their Juvee energy drink, which was officially launched in the United States in October 2022. However, Nadeshot reported that eventually the product could have Twitch star Kai Cenat as a partner, which would inevitably be huge for the brand.
Nadeshot about the signing of the Cenat’s Kai in Juvee
In the latest issue of their new podcast, Nade and his assistant Joe talked about Kai’s newfound success and the huge subaton that helped him overcome the 300,000 subscribers mark.
Then they moved on to the topic of Nadia and Juvee’s main blunder, and Haag said: “When we were developing our marketing campaign to launch Juvee, Sam Keen [Juvee president] actually put Kai Cenat in the deck to become one of the foundational creators we launch with.
“In my opinion, I didn’t know who he was. I mean, out of pure ignorance, not out of lack of respect. Ever since ‘100 Thieves’ started, I just didn’t pay enough attention… Six months later, when we eventually released Juvee to the general public, I had no idea that Kai Cenat was going to get bigger, bigger and bigger.”
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Nadia added that he was “totally pissed” that he didn’t sign Kai of the Cenat, but said that he ran into the star at TwitchCon and felt it was “cool” that Kai recognized him.
In 2023, the brands led by the creators will definitely be huge: PRIME — a hydration drink created by British youtuber KSI and an extraordinary influential person from the USA Logan Paul — will earn a couple of million.
Whether Juvee will be able to reach the same high heights remains to be seen, but it’s fair to say that it could have been easier if Kai Cenat had been on their side.