The Atlanta Hawks' unexpected collaboration with the Magic City garnered national attention this week, and former NBA guard Lou Williams fully supports the partnership.
Williams spoke during Friday's episode of Run It Back and called the partnership a real celebration of Atlanta culture.
"We're working on some details, but I'm in full support of it. Shout out to my good people and my relationships in the Magic. I love that Atlanta is embracing some of our culture in the city. It's a nice link... I know a lot of people won't understand it. A lot of people don't understand it, but I'm glad it's going global because now you all understand me. That's what we do in Atlanta. I know some of these. Y'all's imaginations." Wild, but that's what we do in the city. So shout out to my good people at Magic. I love seeing them come together and see them on this stage.
The Hawks unveiled the collaboration on Thursday, revealing "Magic City Monday", a themed promotion tied to their March 16 home game against the Orlando Magic. Tipoff is scheduled for 7 p.m. ET, with the broadcast set for NBCSN and Peacock. The team also revealed a co-branded hoodie featuring the Magic City name across the chest next to the Hawks' logo.
"I'm glad it's going global because now you all understand me. ...I know you all have imaginations running wild."
Lou Williams on the Hawks are paying homage to Atlanta's famous strip club 'Magic City' when they host Orlando next month.
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- ClutchPoints (@ClutchPoints) 27 February 2026
'Lemon Pepper Lou' legacy resurfaces as Hawks lean toward Atlanta culture
The pairing has attracted additional attention due to Williams' own history with the club. He earned the nickname "Lemon Pepper Lou" after a widely publicized incident during the NBA's 2020 COVID-19 bubble in Orlando, when he left the restricted environment to visit the Magic City and was photographed with rapper Jack Harlow before returning. The league imposed a quarantine on Williams, costing him his time with the Los Angeles Clippers at the time, and fans began referring to him by the nickname tied to the club's signature Lemon Pepper Wings. Williams later adopted the phrase, even securing a trademark on "Lemon Pepper Lou" as part of his personal brand.
On the court this season, 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 look to continue their momentum when they host the Portland Trail Blazers (29-31) on Sunday at 6 pm ET.
Whether celebrated or criticized, the Hawks' partnership with the Magic City has thrust a local cultural touchstone into the national spotlight, with Williams emphasizing that the move reflects something authentic about Atlanta.
