Game. Set. Influence!

By Sydney Sadick   

She’s never picked up a racket, but she changed the game anyway. Morgan Riddle has become the ultimate courtside tastemaker, blending fashion, social media, and tennis culture to serve a fresh perspective to a new generation while cheering on her man, Taylor Fritz.

You’re often credited with helping make tennis “cool” again for Gen Z. Did you set out with that intention, or did it evolve organically?

It was never necessarily calculated. I just started sharing bits of my life on tour after I realized how unexplored the full culture around tennis was—the fashion, the cities, the bizarre lifestyle. I think people didn’t even know they were craving a new lens on the sport, and I happened to be in the right position and have the right personal interest to offer it. 

Where did you grow up, and what did you want to be when you were younger?

I grew up in Minnesota, and I’m extremely grateful that I did! I thought that I would live on a farm like my family; I spent a lot of time growing up at my grandpa’s dairy farm. I had a brief phase of wanting to be a nurse before learning that I have a severe phobia of blood. When I was around 15 years old, I watched a show that made me want to work in magazines and I hung on to that one for a while. 

You’ve turned tennis fashion into its own movement. How do you curate your tournament looks, and what designers are you loving right now?

I treat the bigger tournaments, like the Masters and Grand Slams, sort of like a Fashion Week with a specific dress code. My stylist, Emily Essen, and I think about the vibe of the city and also prioritize designers that are from that particular city or country. Right now, I’m loving Ferragamo, Alaïa, Vivienne Westwood, which I just wore to the Wimbledon semis, and Alexander McQueen. I’m very into hyper-feminine pieces and florals right now.

How do you balance staying true to your personal style while also respecting the traditions of a sport as historic as tennis?

That tension is the fun part! We love pulling a vintage classic silhouette maybe in an unexpected fabric, or a dramatic look that still nods to elegance. I don’t want to feel like I’m in costume, but I do like to push the line.

We hear you don’t love playing the sport yourself! Do you think that’ll ever change?

I actually enjoy it now the more lessons I take, but starting out was frustrating when I couldn’t even get the ball over the net. But I’ve gotten much better, and I actually have a pretty good backhand. In school I did competitive speech and debate and was in musical theater, so athleticism was never really my forte. 

What are your favorite parts of your relationship with Taylor [Fritz]?

The friendship, the fun, the weird little routines we’ve built. It’s a stressful lifestyle, but having a best friend to navigate it with makes it a lot more grounding.

Go-to date night?

Uber Eats and watching anime in bed. We are homebodies. 

What’s something about life on the ATP tour that fans would be surprised to learn?

It can be painfully boring. Waiting in hotel rooms, waiting for rain delays, waiting for matches to start. There is excessive downtime. 

What’s been your favorite tournament city and why? Any hidden gems you’ve discovered along the way?

We love Tokyo. The food, shopping, people, and tournament are all amazing. As I mentioned, we love anime, so we geek out and find spots that have shown up in our favorite shows. Once, we ventured out just to find a random KFC that was in a Jujutsu Kaisen episode. I also love the time we spend in New York City, Melbourne, and Sydney.

You’ve made tennis more accessible to a whole new audience on TikTok and Instagram. What’s been the most surprising reaction from the tennis community or fans?

The response has been overwhelmingly kind. Of course I’m not everyone’s cup of tea and I never expected to be, but even if someone isn’t my target audience, they can appreciate what I’m trying to do. I’ve had a lot of girls come up to me and say they got introduced to tennis through my YouTube or GRWM videos, but are now mega fans who watch every tournament and have favorites they root for. I guess it’s cool to be a gateway! 

What does a typical day at the US Open look like for you?

I’m particular about my mornings; I won’t schedule anything before 9 a.m. I need no social media, a long outdoor walk, and a workout before I can be the best version of myself. After that is usually just chaos—bouncing between filming content, matches, press, and events. I went to college in New York, so I also try to see friends a lot when I’m there, and they’ll join me on-site. 

How do you support Taylor during his intense match days?

Mostly by trying to keep the mood light and calm. When he’s super locked in during a tournament, he’s quiet on match days and doesn’t say much, so I mostly just give him space. I’m usually busy filming content anyway, so it works out.

What’s something people would be surprised to learn about you?

I can be introverted. My job looks social and I’m constantly out and about, but I’m happiest watching a horror movie alone at home or walking around a city by myself.

And about Taylor?

He loves The 1975, the British pop rock band. 

What’s always in your courtside bag (besides your phone)?

Sony ZV-E10 camera, sunglasses (wearing my Jacquemus ones a lot right now), Fenty Pro Filt’r Matte foundation, Kindle, Summer Fridays lip balm, handheld fan, hydrocolloid bandages (for blisters). I lose my wallet, so I don’t bring it anywhere with me anymore and rely on Apple Pay for everything.

What’s on the horizon for you?

I’m working on expanding what I do beyond my social accounts—working on camera, hosting, writing more, and building something of my own. But really, my No. 1 dream is to get a chihuahua soon.