Jelena Djokovic is celebrating her husband Novak Djokovic’s victory at the U.S. Open 2023 on Sunday and his 24th Grand Slam title with a new apparel collection created to inspire children.
Announced on Tuesday, the Novak Foundation, of which Jelena is a cofounder, launched the “Pure Happiness” collection. The line features casual clothing with uplifting images and positive affirmations.
Jelena modeled the collection on her Instagram, where she can be seen wearing a blue hoodie with the words “Dreamers Are Champions.”
“When our foundation started operating, we had a very clear vision of the goals we wanted to achieve and when we see how far we have come and how many smiles we have brought, we know we are doing something right,” Jelena wrote.
The Novak Foundation was launched in 2007, with the goal of helping educate children in Serbia, specifically making sure they get to kindergarten.
The T-shirts in the “Pure Happiness” collection center around the art of tennis and feature images inspired by the sport. All the proceeds from sales will go toward funding the Novak Foundation projects.
Two T-shirts in the collection feature artistic images of either the 2023 French Open or the 2023 U.S. Open. The NDF T-shirt Roland Garros 23 is a classic white shirt with a house sitting atop a French Open Trophy, featuring hot-air balloons, clouds and a fun image the Eiffel Tower. The NDF T-shirt Wimbledon pictures children dressed in white sporting outfits playing tennis on a green and white court, with buildings, a bus and a Ferris wheel behind them.
The “Pure Happiness” collection, available now online, ranges in sizes from small to large.