100 Thieves acquires Higround brand

North American esports organization 100 Thieves has announced the acquisition of the Higround brand. Along with the purchase, the companies also announced the 100 Thieves themed keyboard keyboard, the first in a series of collaborations. Details regarding the financial issue of the purchase were not disclosed.

Founded in 2020, Higround is known for its limited edition keyboards. All of its past products have sold out in record time, according to the company, and the brand has even previously partnered with the Beats headphone brand.

Although 100 Thieves is primarily an esports organization, it is also associated with lifestyle and culture. The organization has already entered the markets with a line of limited edition merchandise and apparel. What's more, 100 Thieves recently partnered with American rapper Lil Nas X to record a video dedicated to the 2021 League of Legends World Championship.

Note that the mechanical keyboard market is growing rapidly and niche keyboard companies are forging partnerships with esports organizations like the Misfits and esports brands like Bad Moon Talent. Additionally, esports organizations like Fnatic already have their own equipment collections.