Atlanta sells Magic City-inspired hoodies after viral post

The Atlanta Hawks have officially begun selling their Magic City-inspired merchandise following a viral post that gained national attention earlier this week.

After discovering a a surprise collaboration with Magic City on Thursday, the Hawks announced their “Forever 404 Magic City Peachtree Hoodie” for sale on the team’s official website. The hoodie is priced at $125 and it is currently available for pre-sale, and there are two days left in the pre-sale period. The organization also set a limit of two hoodies per order.

The partnership announcement introduced “Magic City Night,” a themed promotion tied to Atlanta’s March 16 home game against the Orlando Magic. The discovery of social media quickly circulated the Internet and led to a a significant increase in demand for ticketswith reports showing that average listing prices rose shortly after the news broke.

Ex Hawks guard Lou Williams publicly expressed his support for the collaboration on Friday during an appearance on FanDuel’s Run It Back. Williams, widely known by his nickname “Lemon Pepper Lou,” praised the franchise for embracing Atlanta’s culture and expressed his approval of the partnership. His comments followed Thursday’s official announcement and came as interest in the commodity picked up in weekend pre-sales.

The Atlanta Hawks are now selling “Magic City Monday” hoodies for $125.

Wild times. pic.twitter.com/6vs5mr8nJ2

— Legion Hoops (@LegionHoops) February 28, 2026

Hawks-Magic City collaboration boosts merchandise growth

The collaboration has positioned the Hawks at the center of a broader cultural conversation, bringing together basketball and one of Atlanta’s most recognizable nightlife institutions. The co-branded hoodie features the Magic City name across the chest next to the Hawks logo, in keeping with the team’s “Forever 404” branding, which is tied to the city’s area code.

On the field, Atlanta (30-31) is ninth in the Eastern Conference standings. The Hawks secured their third straight win with a 126-96 victory over the Washington Wizards on Thursday and will host the Portland Trail Blazers (29-31) on Sunday at 6pm ET.

With merchandise now available for purchase and demand for tickets growing, the Hawks collaboration continues to build momentum beyond social media. Saturday’s presale launch marks the latest step in a rollout that has expanded from Thursday’s announcement to Friday’s player support and weekend merchandise sales as Atlanta prepares for the upcoming home stretch.