Throughout the 2024-25 NBA season, the Atlanta Hawks and UPS, the team’s official delivery and hometown Atlanta logistics partner, continued their impactful ‘Lift The 404’ campaign, recognizing five outstanding minority-owned businesses that exemplify resilience and entrepreneurial excellence. Coming off the Hawks’ Lift As We Fly mantra, the campaign honored these businesses during five select games, with the team sporting their Fly City Edition uniforms to symbolize Atlanta’s spirit of determination and collaboration.

“Lift The 404 embodies our commitment to strengthening Atlanta’s business community by providing resources, visibility, and meaningful opportunities for growth,” said Hawks’ President of Business Enterprise and Chief Commercial Officer Andrew Saltzman. “By partnering with UPS, we are not only celebrating the dedication of local entrepreneurs but also ensuring they have the tools and support needed to thrive. Atlanta’s small businesses are the heartbeat of our city, and we are proud to champion their success.”

As part of this year’s initiative, each of the five recognized businesses received a $5,000 grant, two tickets to a Hawks game, and a custom-framed Hawks 2024-25 Nike NBA Fly City Edition jersey. The businesses were honored during a special on-court ceremony at a Hawks home game and received the exclusive opportunity to serve as Co-Captains, standing alongside referees and team captains at center court before tip-off.

The campaign was launched during the holiday season with Atlanta Hosiery Company, a family-owned manufacturer, as the first business recognized for its evolution from a small five-and-dime store into a leading provider of high-quality, fashion-forward collegiate apparel.

In February, Portrait Coffee, an Atlanta-based roastery and café, was recognized for its dedication to reshaping the specialty coffee industry by amplifying diverse voices and driving economic growth in Atlanta’s Historic West End. In the same month, Respected Roots, a premium men’s self-care brand, was celebrated for its commitment to crafting natural beard grooming and skincare products rooted in quality and expertise.

In March, The Pastry Depot received recognition for its role in supplying high-quality pastry ingredients and tools, serving both professional chefs and passionate baking enthusiasts. Her Juice Bar was also celebrated for its dedication to women’s wellness, offering natural, effective self-care products that prioritize safety and transparency.

“UPS celebrates the role of SMB owners as the heartbeat of communities. Their unstoppable spirit inspires the next generation of entrepreneurs, and creates lasting change to community landscapes,” said UPS Director of Advertising & Partnerships, Kellie Streat. “We help businesses succeed – no matter who, where or how big or small, and we are proud to partner with the Hawks to champion those who are driving innovation and growth across our great city.”

Learn more about the Hawks’ ‘Lift the 404’ Honorees by visiting Hawks.com/fly.