No, it doesn't mean the team is conceding the Atlantic (the division, not the ocean) to the Celtics. It means the Nets is trying to make sure the Atlantic (the ocean, not the division) and the earth's other natural features are not unnecessarily affected by the team's activities. The team has hired an environmental consulting company to determine ways it can reduce its carbon footprint. Using people like Sly, the team hopes to influence fans as well.
Nets Going Green
By Net Income