If you don't see how the Hawks have changed their messaging towards "12's", you're not paying attention. It's beyond obvious. Comes from the top on down. In everything put out by the team. From everyone who works for the team. It is clear as day.
And it sounds stupid as hell.
Every time I hear someone besides a player use the term (for whatever reason, when they do it, it's not so dorky sounding), it comes off to me as old people trying to sound young and hip. "Yo 12's! What up?!" Just terrible. I cringe every time. It's just really dumb. If you're a middle-aged white guy and you say "12's" you sound stupid. You just do. You might as well wear a flat brimmed hat with the sticker left on it.
Whatever happened to simply "Hey Seahawks fans!"? What's so wrong with that?