Novak Djokovic Foundation Launches Online Shop

by NDFAdmin

  • Apr 24, 2023

The Novak Djokovic Foundation is proud to announce the opening of its new e-commerce shop – This shop will allow the supporters of their mission to shop with a purpose, as all proceeds from items sold will be further invested in the foundation’s programs and projects dedicated to improving the conditions of early childhood development and education of children in Serbia.

Novak Djokovic Foundation announced today that they are continuously working on improving children’s education and are dedicated to Sustainable Development Goal number 4 – ensuring equal education for all. Since the Foundation’s inception, they have built, reconstructed, or renovated 55 preschools, thus helping over 53,600 children, and their commitment to equal education for all children continues to grow. Through their comprehensive programs and projects, the Foundation has trained 2,200 teachers and helped over 8,600 parents. Together with their partners Generali Insurance Serbia and The Human Safety Net, the Foundation has opened 14 Parents’ Centers throughout Serbia. In cooperation with Serbia’s Ministry of Education and the World Bank, they have equipped 148 study rooms across 32 municipalities.

“I am thrilled with the launch of the Foundation’s Online Shop today. One of the main reasons for implementing this project is shopping with a purpose and providing a new way of interacting with our donors. With this, we will open a new and even more dynamic dimension of communication with individuals and companies who have supported us for a long time and who share our values, all with the aim of improving the conditions of children growing up throughout Serbia,” said Novak Djokovic, founder of the Novak Djokovic Foundation.

Millinsky and Maja Kremic at the NDF stand at Srpska Open in Banja Luka.

“We’ve received a tremendous amount of interest from friends and supporters around the world, asking for a way to get involved and contribute to our work. The launch of our e-commerce shop is the perfect way to engage more people and raise funds for our foundation,” added Maja Kremic, National Director of the Novak Djokovic Foundation.

The Novak Djokovic Foundation’s Online Shop will offer a range of products, starting this month with a set of seven collection books, each one beautifully designed and packaged with a certificate of authenticity. This unique series is a set of 7 collection books and is dedicated to all the years which Novak finished as World Number One tennis player, from 2011 up until 2021. The limited edition was first envisioned by Tony Dosen and is a result of the cooperation between “Project Rewind Books” and the Foundation. It contains a total of 1.000 sets, while the commercial version will be available later – also on the NDF Online Shop. This will be a real collector’s item for the fans of Novak Djokovic and foundation supporters.

Products available at the NDF Online Shop – Shop with a Purpose.

At Srpska Open in Banja Luka, the Foundation also announced a partnership with a French designer and creative entrepreneur, Millinsky. The collaboration between Millinsky and the Foundation will be recognized for its universal slogan – Dreamers are Champions, and will include a limited edition of caps, hoodies, and long sleeve shirts. He started his first fashion brand at the age of 18 and quickly started to collaborate with numerous well-known names from the music world such as The Rolling Stones, Guns N’ Roses and Eminem. He was one the youngest designers featured in Vogue Magazine and on the Forbes 30 Under 30 list.

“It’s been both a pleasure and an honor to work with the Novak Djokovic Foundation on a limited-edition collection. It means a great deal for my team and I to support charitable initiatives focused on education. Every child should be able to receive an education regardless of their socio-economic background. Education is one the most effective ways to further develop a meritocratic society. We hope that the statement “Dreamers are Champions” will inspire many and help us raise significant funds to help support the efforts of the NDF and its incredible team,” retorted Millinsky.

Novak Djokovic’s Year-End #1 Yearbook Collection – available at the NDF Online Shop!

Apart from the merchandise designed by Millinsky, the Foundation presented their other products in Banja Luka that will soon be available for purchase on the Shop: handbooks and sets of cards for parents of young athletes and preschool-aged children, cards aimed at improving children’s emotional intelligence, to name but a few. All items presented in Banja Luka will be available for purchase after the tournament. In parallel with the presentation of Online Shop products, the Foundation is organizing workshops of their two signature programs – “Support, not Perfection” and “The Path of a Champion” at the tournament in Banja Luka. If you find yourself at the tournament, do stop by and say Hi.

For more information about the Novak Djokovic Foundation, please visit