Superstition and sports might sound like two words from different poles, but they often go hand in hand. It gives comfort and control to the players during their games. Much like LeBron James‘ chalk dust throw or Michael Jordan wearing a brand-new shoe every single game, Jayson Tatum has one of his own, an ear tug. The Celtics star had cleared the smoke long ago that his ear tug was not a superstition but a ritual. The simple pre-game ritual that he performs with his grandmother has now taken over the internet, thanks to an impressive business move.

The New Era Cap shared a short clip on Instagram featuring Tatum and his grandmother, Kristie Jursch. In the heartwarming video, Tatum spoke about the special ritual that the duo shared for years, even before the games. The multi-billion dollar cap company is known for its quality products, having something for everyone. Now they’ve added JT’s innocent ritual with a fresh twist.

In the video, Tatum is seen wearing the official NBA cap from the New Era. He revealed the backstory of the ear tug, which has now been incorporated into a special edition Celtics cap. The leprechaun in the logo is seen tugging its ear, designed on a black cap. Tatum is heard saying, “The ear tug tradition came from my grandma. Alright. One way we acknowledge each other. She came up with it was the tug on my ear. If she’s at the game, I always find her. And this dates back to I was 8 or 9 years old. Never in a million years we would have thought that Boston Celtics logo would (adapt this), and change it so the rest of the world would be able to share a piece of what me and my grandmother have. It’s all a part of our story.”

New Era Cap partnered with the Boston Celtics to launch a new edition of the cap. The company launched a cap to honor Tatum’s “unbreakable connection” with his grandma. The cap displays the Celtics icon Lucky the Leprechaun tugging his ear. “Lucky joins the ritual on a new cap designed by Jayson, available now exclusively at New Era,” the post said.

For Tatum’s grandma, Kristie Jursch, seeing her grandson achieving new heights with the Celtics is a journey of fulfillment. From the day Tatum was drafted in 2017, she knew Tatum would achieve greatness, something Jursch saw from a young age.

Kristie Jursch witnessed Jayson Tatum’s rise to prominence

After Kristie Jursch got to know from a friend of her daughter, Brandy Cole, that she was pregnant, the first thing Tatum’s grandma did was hug Brandy to say, “We’ll get through this.” Jursch’s love for her grandson was so severe that at one point Brandy was fearful that Tatum would recognize Jursch as his mama rather than her. While that didn’t happen, Jursch’s commitment to Tatum never waned.

During Tatum’s time in Chaminade, he was a young sensation. Fans would line up hours before high school games to catch a glimpse of the future potential number 1 draft pick. To save herself and Tatum’s family seats for the games, Jursch turned up hours before with a pile of silk scarves and used them as space savers. Tatum would often notice that and continued his ear tug ritual.

Even now, during Boston’s pre-game warm-ups, one can spot Tatum doing it if Jursch is in the house. It turned into a lucky charm this year with the Cs winning the chip. The Celtics fans would only wish that this bonding with Granny Jursch continues for the prolonged success of the franchise.