A lot of times our opinions are tied to our perceptions. A person might think that no one likes the Hawk logo and name because none of their friends like it or they don't see other people wearing it. That might be because the friends or people that they spend a lot of time around them might not have a lot of it or none at all. At the same end, there are people who have others all around them wearing the new logo constantly and they get the opinion that the community seem to really be buying into it. Its all about the bubble that people keep themselves in. The same thing can deal with everything in life and is probably most often seen in politics.
Because of this, unless you come strapped with PDFs with hard sales figures, i'm going to take everything everyone says as pure wild conjecture. Right now, its purely Schrödinger's hawk...its both selling well and selling poorly.
New name and logo vs a name that was 80 years old. How much sales was there when the name went from Flickertails to the Sioux (Fighting wasn’t added until way later) that’s your idea? Go find the receipts in 1930 and tell me what you come up with.