Novak Djokovic's superb run of form in China thus far makes him the hot favourite to win the Shanghai Masters, and the Serbian star is keen to see others benefit from his own good fortune.
The world no.1 has become one of sports', let alone tennis', wealthiest athlete thanks to his continued levels of success and he has always been praised for his charity work.
And now the 27-year-old is set to help out the disadvantaged even more after he announced the launch of his online shop.
He took to Twitter to reveal the news, via a statement on his blog, that fans will be given the opportunity to purchase some of his equipment with the proceeds going to the 'Novak Djokovic Foundation.'
The foundation helps with various projects such as early education and care for ill children in Djokovic's native Serbia.
It isn't the first occasion in which the seven-time Grand Slam champion has used his own wealth to help others. Earlier this year, after winning the Rome Masters, Djokovic donated all of his prize money from the Italian capital to victims of the Balkans floods which killed nearly 50 people and lost many others their homes.
He has pocketed over $60 million worth of prize money in his time since turning professional 11 years ago, and that, together with endorsements, means that Djokovic is in a good position to give something back.
Indeed Djokovic has had a very fruitful trip to Asia this year as well.
On his return to action following a shock semi-final loss at the US Open, the resilient player strolled to glory at the China Open without dropping a set in the whole tournament despite facing the likes of Andy Murray and Tomas Berdych in the latter stages.
His title in Beijing was his fifth in six years and it provides the perfect platform for him to go-on and conquer the Shanghai Masters.
It's another event that Djokovic is no stranger to winning. He's looking for his third consecutive title in the Chinese city, and with Rafael Nadal struggling on his return from injury and Roger Federer playing his first tournament of the Asian swing, it looks as though its Djokovic's trophy to lose.
The Wimbledon winner could cap-off another great season by triumphing in the ATP World Tour Finals next. He qualified quite some time ago for the Finals in London and will be looking to keep the momentum up in the meantime.
Djokovic faces Austrian youngster Dominic Thiem first up in Shanghai.