New York Giants quarterback Jaxson Dart announced a partnership with PSD Underwear earlier this month. On the surface, it looked like a standard marketing deal. The story behind it is not.
Years before the announcement, Dart met PSD founder Curt Flaitz and Flaitz’s son, Rookie, who was diagnosed with acute lymphoblastic leukemia just before his second birthday. Rookie finished chemotherapy in January. When his hair finally grew back enough for a first haircut, the family asked him what he wanted it to look like. He did not hesitate.
“When I wrestle my brothers, I’m Jaxson Dart. When I wear my chain, I feel like Jaxson. And I wanted my hair to look like Jaxson too,” Rookie said.
Coming later today: A heartwarming story on Jaxson Dart and his bond
with Rookie, a young cancer survivor. pic.twitter.com/Z8G4CBbGVb
— TheGiantsWire (@TheGiantsWire) September 2, 2026
Dart invited him to the Giants facility so the haircut could happen there.
“I got a chance to meet Rookie and he’s a real warrior,” Dart said. “He was going through treatment and was still running around wrestling with his siblings. When I found out what he was going through, I wanted to be part of his journey. So when it was time for his first haircut, I invited him to the facility. If I can use my platform to bring more awareness and support to his foundation, I’m all for it.”
Flaitz started the Rookie of the Year Foundation with a simple aim: Shorten the treatment timeline for pediatric leukemia so every child has a chance to celebrate birthdays happy and healthy. Each year PSD releases a Rookie of the Year collection in support of that mission. The newest line launched Tuesday.
“Man, not only is Jaxson a legend on the field, but he’s a legend off it too,” Flaitz said. “Through PSD, Jaxson got to know my son Rookie while he was going through chemo. Rookie finished chemo in January, and when his hair finally grew back enough for his first haircut, we asked him what he wanted it to look like. He said Jaxson Dart. Jaxson invited him to the Giants facility to get it cut, and it was a moment Rookie and our family will never forget.”
The newest PSD x Rookie of the Year collection launched on Tuesday, giving the partnership a public face and the foundation another chance to put pediatric leukemia in front of a wider audience.
This article originally appeared on Giants Wire: More than a deal: Jaxson Dart's bond with a young leukemia survivor
