He might have some really bad bug bites which are bothering him, making him not wanting anything to touch his ears. I would try lots of approach and retreat - try not to be direct line thinking. It isn't about touching his ears! Touch all over him, and slowly work your way towards the ears, then back off, then approach closer to the ears and back off. Do this over and over again until he doesn't balk or shy away when you get close to the ears.