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The Atlanta Hawks and Orlando Magic met in a pivotal NBA matchup in mid-March with major implications on the Eastern Conference playoffs. But Atlanta’s 10th straight victory in front of a packed crowd was overshadowed by the fallout from the Magic City promotion’s cancellation.
The Hawks’ brief collaboration with the Atlanta adult entertainment club, announced on Feb. 26, promised exclusive merchandise, lemon-pepper themed wings and an on-court performance by Atlanta native and hip-hop star TI.
But earlier this month, NBA Commissioner Adam Silver announced that the promotion would not move forward as planned. Silver cited concerns from “a wide range of league stakeholders, including fans, partners and employees.”
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Even though the promotion was canceled, many Hawks fans came to State Farm Arena with 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 screening of “Magic City: An American Fantasy” on August 11, 2025 in Atlanta, Georgia. (For Griffin/Getty Images for STARZ)
Jami Gertz co-owns the Hawks with her husband, businessman Tony Ressler. He also produced a five-part documentary series about the 40-plus-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 promotion sparked mixed reactions and some confusion locally.
At least one retail store inside the stadium on Monday reported 12 requests for Magic City hoodies during the first quarter. A Hawks Shop sales associate said 300 of those sweatshirts were available for pre-order and sold out in minutes. High demand led to a larger order for sweatshirts, which will now be permanently closed.
A Hawks fan shows off his Magic City hoodie before the game between the Orlando Magic and the Hawks at State Farm Arena on March 16, 2026 in Atlanta. (Todd Kirkland/Getty Images)
Koreena Atkins, a member of the Hawks fan section known as the FanDuel 404 team, scored one of the 300 sweatshirts. Atkins hoped to wear his sweatshirt to the game, but the fan club was told that chanting and Magic City gear would not be tolerated.
Nichole Kagwisa missed the pre-order window and on Monday night demanded answers.
“I’ve been a (season ticket holder) for five years and I’ve gotten better. I’m a good member. I want a sweatshirt,” he said. “I didn’t have this game. I was going to buy tickets, but then my friends were standing room only. We wanted the experience, and we still (haven’t) seen the lemon pepper wings!”
Hawks guard CJ McCollum shoots against the Orlando Magic on March 16, 2026 in Atlanta. (Mike Stewart/AP)
Among a sea of ​​disappointed Hawks fans were those pleased with the NBA’s decision.
“I personally think they should never have done it. I’m here today with my grandson, who just turned 15,” said one long-time subscriber who did not want to give his name. “You want to go that direction, then go that direction. But when you do that, you’re going to miss the mark, and I’ve been a Hawks fan since they came here in the ’60s.”
Ashton Leroux, who has been a DJ at Magic City for the past eight years, was able to sympathize with both sides.
“At first I didn’t think it was that big, and then I started realizing that I’d been in club culture for half my DJ career, and that took me away from the real world,” Leroux said.
He then pointed to a boy, who was also standing in Hawks Shop.
“Like him, what if you see this and really want to ask, ‘What is this about?’ How do we talk to children? I understand that side. “I really do.”
The Hawks return to action on Wednesday when they face the Mavericks in Dallas.
