Novak Djokovic Launches Online Store For Charity Foundation

Tennis world no. 1 Novak Djokovic launched an online store to raise funds for a charity foundation, according to his official website. The Serb, who recently laboured to a 6-3 4-6 6-4 victory over, Mikhail Kukushkin to reach the quarter finals at the Shanghai Masters, revealed that he wants to use his fan base to help other people.

According to the 7-time Grand Slam champion, his fans will be able to buy his rackets, match wear and clothes with his name and logo from his online store and all proceeds will go to the Novak Djokovic Foundation. The charity foundation funds early childhood education projects in Serbia.

The 27-year-old expressed his desire to make his unborn child proud of him beyond the tennis court. "As a father to be, I want my child to be proud of me not only because I can hit the yellow fluffy ball better than the other guy. I want my child to be proud of me for using my name and time to help to promote good values. I want to be known as someone who wants to help children live fuller lives through quality education," Djokovic writes in his blog post.

Just recently, the Serb extended his 27-match winning streak in China but his match with the speedy Kukushin who kept him running with powerful forehands was not easy. Djokovic repeatedly caught the lines and while serving at 4-5 in the second set, he got frustrated and lashed out at the chair umpire after receiving a time violation, while catching his breath between serves.

An enthralling quarter final is on tap on Friday against the world no. 1 and David Ferrer, who just boosted his chances of qualifying for the ATP World Finals in London with a 2-6, 6-1, 6-2 victory over British no. 1 Andy Murray. With his win, the Spaniard Ferrer replaced the ranked ninth Murray in the race for the ATP World Finals. The ATP World Finals will only feature the top eight world ranked players in London next month.