Throughout the 2025-26 NBA season, the Atlanta Hawks and UPS, the team’s official delivery partner and hometown Atlanta logistics partner, continued their impactful ‘Lift the 404’ campaign for the third season, recognizing five outstanding local businesses and entrepreneurs that exemplify resilience and entrepreneurial excellence.

Guided by the Hawks True to Atlanta mantra, the campaign honored these businesses during five select games, with the team taking the court in their 2025-26 Peachtree City Edition uniforms, celebrating the bold character of Atlanta and the Peachtree streets that connect the city’s diverse neighborhoods. 

“Lift the 404 remains a cornerstone of our efforts to serve as a community asset by providing Atlanta’s entrepreneurs with the visibility and resources they deserve,” said Hawk’s President of Business Enterprise and Chief Commercial Officer, Andrew Saltzman. “By partnering with UPS, we are proud to champion small businesses and celebrate these local innovators by ensuring they have the continued support and tools necessary to thrive in today’s business landscape.”

As part of this year’s initiative, each of the five businesses received a $5,000 grant, two tickets to a Hawks game, and a custom-framed Hawks 2025-26 Nike NBA Peachtree 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 tipoff.

“At UPS, we recognize that small business owners drive innovation and are the heartbeat of local communities,” said Matt Guffey, UPS Chief Commercial and Strategy Officer. “By teaming up with the Hawks, we’re enabling entrepreneurs to get the visibility and resources they need to achieve their growth goals. Supporting the success and expansion of small businesses throughout Atlanta is a mission we are proud to champion.”

The campaign for this season began with Stuckey’s, the iconic Georgia-founded brand known for its roadside stops and signature pecan snacks. Under the leadership of Chair Stephanie Stuckey, who returned the company to family ownership in 2019, the brand has experienced an incredible revitalization, honoring its rich heritage while reintroducing it to a new generation of customers.

Also recognized in January was Instead of Flowers, an Atlanta-based gourmet meal gifting company. Specializing in chef-prepared meals delivered nationwide, the business provides a meaningful alternative to traditional gifting with a focus on bringing comfort and connection to customers during life’s most important milestones. 

In March, fast-growing premium fragrance brand Brown Sugar Babe was celebrated for its commitment to natural ingredients and authentic engagement with the fragrance community.

The initiative also honored the global impact of Holistic ReEngineering, a natural wellness company dedicated to transforming health through food as medicine, with herbal detoxification and lifestyle education to thousands of customers worldwide.

Last month, Buckhead Butcher Shop received recognition for providing high-quality, restaurant-level meats and specialty food products to home cooks across Atlanta. As a family-owned business, the shop is known for its curated selection, expert sourcing, and commitment to helping customers elevate their at-home dining experiences. 

To learn more about the Hawks and UPS ‘Lift the 404’ Honorees, visit Hawks.com/peachtree.