Novak Djokovic concluded his season with two titles—the Geneva Open and the Hellenic Championships. Beyond his trophy haul, he also delivered remarkable consistency, reaching the semifinals at all four Grand Slam tournaments.

Novak Djokovic’s wife, who serves as the CEO of his eponymous Foundation, has been a constant presence both at his tournaments and in his life. Beyond growing alongside him and supporting him through the highs and lows since their early dating years, Jelena has built an impressive career in business, consulting, and humanitarian work. She is also an active social media user, frequently sharing her thoughts on a wide range of topics.

In her recent Instagram story, she expressed shock after learning about a website called Brand Army, where boys and girls as young as 13 can create exclusive content and monetize their following. Child safety advocate and entrepreneur Ryan M. Montgomery brought attention to the issue, explaining how the platform operates and warning that parents who allow or encourage such activity are effectively sexualizing their children for profit.

“There’s a site called Brand Army. You can join the site as early as 13 years old, and they have a policy of how many bikini-slash-revealing photos that you can post. You can post, let’s say, one bikini photo, and then it has to be two normal photos, and then another photo that’s revealing, and then two more normal photos. And these are 13-year-old girls or boys. The other part of it is that you have to be 18 years old to subscribe to the children’s content. There’s a house in Florida called the Bop House. Thoth is like a sign term kids are using for like a s**t or whatever.There’s a lot of OnlyFans girls living in there, but one of them was under 18, and they were waiting for her to turn 18 to bring her on to OnlyFans, and they were using Brand Army before that. They knew exactly what they were doing. It’s not like a misunderstanding. Parents that are doing it and letting their kids use Brand Army, are sexualizing their children can profit off it. They’re fully aware of it.”

“OMG! Brand Army??” she paired

with a couple of shocked face emojis.

The businesswoman also recently addressed the lack of credibility often found in AI-generated information—something she believes many people are still unaware of.

Novak Djokovic once played it safe by naming his wife Jelena to avoid trouble

Novak Djokovic, the most decorated tennis player of all time, is also known for his distinctive sense of humor. In a light-hearted segment with Overtime Tennis, he joined fellow ATP players in answering rapid-fire questions. When host West Von asked him to name a woman, the Serb immediately named his wife, joking that he would get in trouble if he mentioned anyone other than her, his mother, or his daughter, Tara.