The Atlanta Hawks have officially begun selling their Magic City-inspired merchandise following a viral announcement that garnered national attention earlier this week.
After unveiling a surprise collaboration with the Magic City on Thursday, the Hawks listed their “Forever 404 Magic City Peachtree Hoodie” for sale on the team’s official website. The hoodie is priced at $125 and is currently available for pre-order, with two days left in the pre-sale window. The organization has also placed a limit of two hoodies per order.
The partnership was announced with the introduction of “Magic City Night”, a themed promotion tied to Atlanta’s March 16 home game against the Orlando Magic. The revelation spread quickly online on social media and caused a significant increase in demand for tickets, with reports indicating that average list prices increased immediately after the news broke.
Former Hawks guard Lou Williams publicly expressed his support for the collaboration during an appearance on FanDuel’s Run It Back on Friday. Williams, widely known by his nickname “Lemon Pepper Lou”, praised the franchise for embracing Atlanta culture and expressed approval of the partnership. His comments came after Thursday’s official announcement and heightened trading interest as the weekend pre-sale approaches.
The Atlanta Hawks are now selling the “Magic City Monday” hoodie for $125.
Wild times. pic.twitter.com/6vs5mr8nJ2
– Legion Hoops (@LegionHoops) 28 February 2026
Hawks-Magic City collaboration brings a surge of merchandise
The collaboration has placed the Hawks at the center of a broader cultural conversation, encompassing basketball and one of Atlanta’s most recognizable nightlife institutions. The co-branded hoodie features the Hawks’ logo along with the Magic City name across the chest, aligning with the team’s “Forever 404” branding tied to the city’s area code.
On the court, Atlanta (30-31) is ninth in the Eastern Conference standings. The Hawks picked up their third consecutive win on Thursday with a 126-96 win over the Washington Wizards and will host the Portland Trail Blazers (29-31) on Sunday at 6 p.m. ET.
With merchandise now available for purchase and demand for tickets growing, the Hawks collaboration is building momentum beyond social media. The pre-sale launch Saturday marks the latest step in a rollout that grew from Thursday’s announcement to Friday’s player support and weekend merchandise push, as Atlanta prepares for its upcoming home expansion.
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