https://jolenejoleneatl.com/about

Written By: Gabriella Wilkinson

Atlanta has no shortage of sports bars. From Buckhead rooftops to Midtown dives, you can find a place to watch the Falcons, the Hawks, or Georgia football almost anywhere. But for women’s sports? The kind of space where WNBA games aren’t just squeezed onto a corner TV with no sound, but celebrated like the main event? That’s been missing, until now.

Jolene Jolene is stepping in to fill that gap, and the buzz around it is already building. Slated to open later this year, it’s the city’s first sports bar dedicated entirely to women’s athletics. The concept comes from local founder Chelsea Fishman, who’s been vocal about the lack of spaces where fans of women’s sports can gather without having to ask for the channel to be changed. Her vision is simple but powerful: give women’s games the spotlight they deserve, and create a social hub that feels welcoming and intentional.

It’s the kind of move that feels overdue, especially in a city like Atlanta where women’s sports are thriving. The Atlanta Dream have been packing State Farm Arena and making playoff pushes. College basketball on the women’s side is pulling record viewership. Even international competitions like the Women’s World Cup and Euro Games have Atlanta fans glued to screens. Jolene Jolene isn’t just catching a wave, it’s making a space for it to grow.

The design of the bar leans into that mission. Instead of the usual generic sports memorabilia, the décor will feature nods to women’s sports history and current stars. Think framed jerseys from legends like Sheryl Swoopes and Tamika Catchings, action shots of Atlanta Dream standouts, and murals celebrating female athletes from across the globe. The goal is for fans to walk in and immediately feel seen.

Programming will be key to keeping the energy alive. Jolene Jolene plans to host watch parties for major women’s sporting events, WNBA playoffs, NCAA women’s basketball tournament games, NWSL matches, Olympic events, and more. But it’s not stopping there. The bar is also looking to partner with local rec leagues, women’s sports organizations, and advocacy groups for regular events, from athlete Q&As to charity fundraisers. That community-first angle is something Gen Z and millennials tend to connect with, and it’s likely to make Jolene Jolene more than just a game-day spot.

The menu is still under wraps, but the team has hinted at a mix of classic sports bar comfort food with a few healthier twists, the kind of lineup that works for a post-game beer or a midweek dinner with friends. And of course, themed cocktails are in the works. Expect drinks named after iconic plays, players, or moments in women’s sports.

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The timing couldn’t be better. Interest in women’s sports is skyrocketing, with media coverage, sponsorship dollars, and fan attendance all climbing. According to recent reports, WNBA viewership is up double digits year over year, and NCAA women’s basketball games are breaking broadcast records. In that climate, a dedicated space like Jolene Jolene doesn’t just make sense, it feels inevitable.

It also aligns with a larger shift happening in Atlanta’s nightlife and hospitality scene. The city has been seeing more niche, experience-driven concepts pop up, from themed cocktail lounges to hyper-specific eateries. These spots thrive by offering something you can’t get anywhere else, and Jolene Jolene fits that mold. It’s not trying to be the bar for everyone; it’s carving out its own lane and inviting people to join.

There’s a cultural layer to it too. For decades, sports bars have been coded as male spaces, not necessarily by design, but by habit. That can make it intimidating or just unappealing for women who want to watch a game without the background noise of dismissive comments or fights over the remote. Jolene Jolene flips that dynamic completely. Here, the default is women’s sports, and the energy is built around celebrating them.

That’s not to say men won’t be welcome. In fact, part of the bar’s mission is to draw in allies who genuinely want to support women’s athletics. But the key difference is that the space won’t require justification for putting women’s sports front and center. No one will have to ask, “Can you put on the Dream game?”, it’ll already be on the big screen with the volume up.

For the Atlanta Dream in particular, this is a win. Having a home base where fans can gather outside of the arena could strengthen the team’s community presence. Imagine the buzz of a sold-out game night watch party, or the postgame crowd rolling into Jolene Jolene still wearing their jerseys. That kind of connection between team and city helps build a culture that lasts.

Beyond the Dream, the bar has the potential to become a hub for all kinds of fandoms. Women’s soccer has a huge following in Atlanta, boosted by the city’s general love for the sport thanks to Atlanta United. Gymnastics, track and field, and tennis all have fan bases that could turn up for big events. And with the 2028 Olympics on the horizon, Jolene Jolene could be the place to watch Team USA’s women dominate on the world stage.

The name itself, Jolene Jolene, feels like a nod to both Southern culture and women’s storytelling. It’s catchy, memorable, and a little playful, which fits the brand’s goal of being approachable while making a statement.

When it opens, the bar will join a small but growing network of women’s sports-focused venues across the country. Cities like Portland and Minneapolis have already seen success with similar concepts, showing that the model works. Atlanta’s version, though, will have its own flavor, shaped by the city’s blend of Southern hospitality, sports passion, and creative energy.

If it works, Jolene Jolene could inspire more spaces like it across the South, not just bars, but cafes, event venues, even merch brands built around the idea that women’s sports deserve equal visibility. That’s a bigger cultural shift than one bar can pull off alone, but every movement needs a home base.

For now, the countdown is on. Sports fans are watching the buildout on social media, early merch is already floating around, and local athletes are starting to voice their support. By the time the doors officially open, there’s a good chance Jolene Jolene will already feel like part of Atlanta’s sports culture.

And when that first game plays on the big screen, with the sound turned all the way up and the crowd cheering every basket, goal, or point, it’ll be more than just a drink at a new bar, it’ll be a new chapter in how Atlanta shows up for women in sports.

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