To take that article a step further:
Pete has adopted the fan base, refers to them as the 12s, and constantly reinforces his appreciation of the fans to the team. He always includes the fans as part of the equation when addressing the team. Pete is genuinely grateful for the home field advantage and makes sure that the team is aware of it. It fits nicely into the upbeat positive, environment. The fans actually reinforce Pete's coaching philosophy.
Russell has picked up on this. Acknowledging the fans and finishing with "Go Hawks". Notice how this has become contagious? I do. Lately, it seems that many players are ending their media interactions with "Go Hawks"