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The Atlanta Hawks and Orlando Magic met in a pivotal NBA game in mid-March with significant implications for the Eastern Conference playoffs. But Atlanta’s 10th straight win in front of a big crowd was overshadowed by the fallout from the canceled Magic City promotion.
The Hawks’ short-lived partnership with the Atlanta adult entertainment club, announced on February 26, promised exclusive merchandise, themed lemon pepper wings and an on-court appearance by Atlanta native and hip-hop star T.I.
But earlier this month, NBA commissioner Adam Silver announced that the promotion would not go ahead as planned. Silver cited concerns from “a wide range of the league’s stakeholders, including fans, partners and employees.”
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Despite the promotion being scrapped, many Hawks fans arrived at State Farm Arena wearing Magic City-themed merchandise. It was unclear which items were officially licensed and which were not.
Hawks co-owner Jami Gertz wore a co-branded Magic City sweatshirt while sitting courtside for Atlanta’s 124-112 victory, led by Nickeil Alexander-Walker’s 41 points.
Jami Gertz speaks on stage during the “Magic City: An American Fantasy” screening on August 11, 2025 in Atlanta, Georgia. (Paras Griffin/Getty Images for STARZ)
Jami Gertz co-owns the Hawks with her husband, businessman Tony Ressler. She also produced a five-part documentary series about the more than 40-year-old club.
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While the Hawks routinely host theme nights each season that highlight Atlanta’s unique culture and community groups, the cancellation of this latest campaign sparked mixed reactions and some confusion at the local level.
At least one store in the arena reported 12 requests for Magic City hoodies through the first quarter on Monday. A sales representative from the Hawks Shop said 300 of these hoodies were available for pre-order and they sold out within minutes. The high demand led to a larger order for the sweatshirts, which will now be closed permanently.
An Atlanta Hawks fan shows off his Magic City hoodie before the game between the Orlando Magic and the Atlanta Hawks at State Farm Arena on March 16, 2026 in Atlanta, Georgia. (Todd Kirkland/Getty Images)
Koreena Atkins, a member of the Hawks’ fan section known as the FanDuel 404 crew, secured one of the 300 sweatshirts. Atkins had hoped to wear his sweatshirt to the game, but the fan club was told Magic City chants and paraphernalia would not be tolerated.
Nichole Kagwisa missed the pre-order window and on Monday night she demanded answers.
“I’ve been a (season ticket holder) for five years and I’ve upgraded. I’m like a good member. I want a sweatshirt,” she said. “I didn’t have this game. I had to buy tickets, but then my friends got standing room only. We wanted the experience and we still (haven’t) seen the lemon pepper wings yet!”
Atlanta Hawks guard CJ McCollum (3) shoots against the Orlando Magic during the first half of an NBA basketball game March 16, 2026 in Atlanta, Georgia. (Mike Stewart/AP)
Among a sea of ​​disappointed Hawks fans were those who were pleased with the NBA’s decision.
“I personally think they should never have done that. I’m here today with my grandson, who just turned 15,” said one longtime season ticket holder, who did not want to be named. “You want to go in that direction, then go in that direction. But when you do that, you’re going to lose the grassroots, and I’ve been a Hawks fan since they came here in the ’60s.”
Ashton Leroux, who has been DJing in the Magic City for the past eight years, was able to sympathize with both sides.
“I didn’t think it was that big at first, and then I started to realize that I’ve been among the club culture for half of my DJ career, and it kind of took me away from the real world,” Leroux said.
He then pointed to a young boy also standing in the Hawks Shop.
“Like him, what if he sees this and actually wants to ask, ‘What’s this all about?’ How do we talk to the children? I understand that side. I really do.”
The Hawks return to action on Wednesday when they host the Mavericks in Dallas.
