Sold-out crowd at Hawks game features fans in Magic City-themed merch as backlash grows

The Atlanta Hawks and Orlando Magic met successful a pivotal mid-March NBA matchup pinch important Eastern Conference playoff implications. But Atlanta’s 10th consecutive triumph successful beforehand of a capacity crowd was overshadowed by nan fallout from nan canceled Magic City promotion.

The Hawks’ short-lived collaboration pinch nan Atlanta big intermezo club, announced Feb. 26, promised exclusive merchandise, themed citrus capsicum wings, and an on-court capacity by Atlanta autochthonal and Hip-Hop prima T.I. 

But earlier this month, NBA Commissioner Adam Silver announced nan promotion would not move guardant arsenic planned. Silver cited concerns from "a wide array of convention stakeholders, including fans, partners and employees."

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Despite nan promotion being scrapped, galore Hawks fans arrived astatine 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 win, led by Nickeil Alexander-Walker’s 41 points.

Jami Gertz speaks onstage during "Magic City: An American Fantasy" screening connected Aug. 11, 2025, successful Atlanta, Georgia. (Paras Griffin/Getty Images for STARZ)

Jami Gertz co-owns nan Hawks pinch her husband, businessman Tony Ressler. She besides produced a five-part docuseries connected nan much than 40-year-old club.

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While nan Hawks routinely big taxable nights each play that item Atlanta’s unsocial civilization and organization groups, nan cancellation of this latest promotion sparked mixed reactions and immoderate disorder astatine nan section level.

At slightest 1 in-arena unit shop reported 12 requests for Magic City hoodies done nan first 4th Monday. A Hawks Shop income subordinate said 300 of those hoodies were disposable for preorder, and they sold retired wrong minutes. The precocious request prompted a larger bid of nan sweatshirts, which will now beryllium permanently shuttered away.

A Hawks instrumentality displays his Magic City hoodie anterior to nan crippled betwixt nan Orlando Magic and nan Hawks astatine State Farm Arena connected March 16, 2026, successful Atlanta. (Todd Kirkland/Getty Images)

Koreena Atkins, a personnel of nan Hawks’ instrumentality conception known arsenic nan FanDuel 404 crew, secured 1 of nan 300 sweatshirts. Atkins had hoped to deterioration her sweatshirt to nan game, but nan instrumentality nine was told Magic City chants and cogwheel would not beryllium tolerated.

Nichole Kagwisa missed nan preorder window, and travel Monday nighttime she demanded answers.

"I’ve been a (season-ticket holder) for 5 years, and I’ve upgraded. Like, I’m a bully member. I want a sweatshirt," she said. "I didn’t person this game. I was going to bargain tickets, but past my friends sewage standing-room only. We wanted nan experience, and we still (haven't) seen nan citrus capsicum wings yet!"

Hawks defender CJ McCollum shoots against nan Orlando Magic connected March 16, 2026, successful Atlanta. (Mike Stewart/AP)

Among a oversea of disappointed Hawks fans were those pleased pinch nan NBA‘s decision.

"I personally deliberation they should person ne'er done it. I’m present coming pinch my grandson, who conscionable turned 15 years old," said a longtime season-ticket holder who didn’t want to springiness his name. "You want to spell successful that direction, past spell successful that direction. But erstwhile you do, you’re going to suffer writer roots, and I’ve been a Hawks instrumentality since they came present successful nan ‘60s."

Ashton Leroux, who has DJ’d astatine Magic City for nan past 8 years, was capable to sympathize pinch some sides.

"I didn’t deliberation it was that large astatine first, and past I started to recognize I’ve been among nine civilization for half of my DJ career, and it benignant of took maine distant from nan existent world," Leroux said.

He past pointed to a young boy, besides opinionated successful nan Hawks Shop.

"Like him, what if he sees this and wants to really ask, ‘What is this about?’ How do we talk to nan kids? I get that side. I really do."

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The Hawks return to action connected Wednesday erstwhile they return connected the Mavericks successful Dallas.

The Associated Press contributed to this report.

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