Atlanta is frequently referred to as "the 404" due to it being one of our area codes for calling.
April 4th is an informal city holiday, "404 day".
Lots of artists and companies make "404" branded stuff, and you generally see the number all over the city:
https://mondaynightbrewing.com/beer/404-atlanta-lager/
https://sneakernews.com/2025/03/21/adidas-superstar-404-day-...