Even though it happened on April 5th, the first annual “404 Day Parade” appears to have been nothing short of a success.

Despite some commotion and a social media post that suggested shots had been fired, Atlanta police confirmed they received no ...

Consider 404 Day an official love letter to the City of Atlanta on a date that, of course, represents the city’s famous area ...

For years, April 4 has been Atlanta’s unofficial holiday, 404 Day. Named after the city’s first (and most iconic) area code, ...

Day celebration in Atlanta took on special significance this year as it coincided with the wildly popular Millennium ...

Brandon Butler is the founder of Butter. ATL and the 404 Collective. 404 Day is this Friday, but it will be a weeklong affair ...

Spirit Airlines launches a $40.40 fare for flights from Atlanta, celebrating 404 Day. ATLANTA — Spirit Airlines is ...

Collective has joined forces with adidas and The Athlete's Foot to drop a hometown tribute in the adidas Superstar "404 Day" shoe, representing Atlanta's legacy.

The shoe features an all black Adidas Superstar shoe with a red trim. It has subtle hints to the city's rich culture ...

When the Millennium Tour at Atlanta's State Farm Arena landed on #404 Day, we knew it was about to be a cultural reset. And honey, it was.

Experience Atlanta's culture on 404 Day with a new Adidas collaboration by The Athlete's Foot. Limited-edition Superstar ...

To commemorate 404 Day, Atlanta’s unofficial annual holiday, locals will have a chance to get a new shoe to walk the city’s potholed streets in. On Wednesday, April 2, the 404 Collective and ...