I honestly can't believe this has become an issue on here.
I'll state a few points here:
1) I don't care either way. The jerseys could be blank and I'd still root for the team.
2) Even if a "only" 15% of the Boston area is Hispanic, what businessman in their right mind would not acknowledge 15% of the market?
3) This is literally adding "the" to the jerseys. If the team added "the" in English, there wouldn't be half of the detractors that there are now (which seems to be about 1 or 2).
4) If "franchise history" is the most important factor in leaving a definite article off of jerseys, why do you guys not like the "Parquet Pride" jerseys- the ones that, you know, were designed to acknowledge Celtics history? Oh, they're uglier than the classic ones and no one cares? Let's just add the word "the" to the front then. Oh wait...