Hawks fans sport Magic City merchandise despite NBA collaboration ban

The Atlanta Hawks and Orlando Magic met in a crucial NBA game in mid-March with significant implications for the Eastern Conference playoffs. But Atlanta’s 10th straight victory in front of a packed house was overshadowed by the fallout from the Magic City promotion’s cancellation.

The Hawks’ short-lived collaboration with the Atlanta adult entertainment club, announced Feb. 26, promised exclusive merchandise, lemon pepper wings and an on-court performance 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 league stakeholders, including fans, partners and employees.”

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Despite the promotion dropping, many Hawks fans arrived at State Farm Arena wearing Magic City-themed merchandise. It was unclear which items were officially permitted 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 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 regularly host theme nights each season showcasing Atlanta’s unique culture and community groups, the cancellation of this latest promotion has been met with mixed reactions and some confusion locally.

At least one retail store in the arena reported 12 requests for Magic City hoodies during the first quarter Monday. A Hawks Shop seller said 300 of these hoodies were available for pre-order and they sold out within minutes. High demand led to a larger order for sweatshirts, which will now be permanently closed.

An Atlanta Hawks fan displays 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, got one of 300 sweatshirts. Atkins had hoped to wear his sweatshirt to the game, but the fan club was informed that chants and Magic City gear would not be tolerated.

Nichole Kagwisa missed the pre-order window, and on Monday night she demanded answers.

“I’ve been (a membership holder) for five years and I’ve progressed. I’m a good member. I want a sweatshirt,” she said. “I didn’t have this game. I was going to buy tickets, but then my friends got standing room only. We wanted the experience, and we 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 on March 16, 2026 in Atlanta, Georgia. (Mike Stewart/AP)

Among a sea of ​​disappointed Hawks fans were those who were happy with the NBA’s decision.

“Personally, I think they should never have done this. I’m here today with my grandson who just turned 15,” said a longtime subscriber who didn’t want to give his name. “You want to go this way, then go that way. But when you do, you’re going to lose roots, and I’ve been a Hawks fan since they came here in the ’60s.”

Ashton Leroux, who has been DJing at Magic City for eight years, was able to empathize with both sides.

“I didn’t think it was that big of a deal at first, and then I started to realize that I had been in club culture for half of my DJ career, and it kind of took me away from the real world,” Leroux said.

He then pointed at a young boy, also standing in the Hawks store.

“Like him, what if he sees this and actually wants to ask, ‘What is this about?’ How to talk to children? I understand that side. Really.”

The Hawks return to action on Wednesday when they take on the Mavericks in Dallas.