Tennis, often reduced to numbers, begs the question: how do we ignite a deeper fan connection? Intimate documentaries peel back the curtain, revealing the athlete’s soul, their struggles and triumphs. Fashion collaborations weave a tapestry of style, elevating the sport’s cultural resonance. Digital platforms buzz with player Q&As and viral challenges, bridging the gap between idol and fan. But when Taylor Fritz‘s girlfriend, Morgan Riddle, first entered the tennis scene, she had an idea: to shatter the sport’s perceived stuffiness. What was her idea to redefine the very image of tennis?
Speaking to Miami Living Magazine on April 11, Morgan got real about her experience as a WAG for the last four years. Since June 2020, she’s slowly made her way into the hearts of fans who now look forward to her content. With an impressive following on Instagram (435K) and TikTok (590.3K), Riddle’s courtside style has become a spectacle in itself. From vibrant mini-skirts paired with designer sneakers at Indian Wells to chic, tailored blazers at the US Open, she effortlessly blends high fashion with a sporty edge.
When asked what inspired her to make this switch into merging fashion with tennis, she said, “I noticed that most tennis coverage was… dry. Stats, scores, and not much else. Meanwhile, I was showing up to matches in outfits and seeing other girls do the same, but there was no one really talking about that side of the sport—how fashion, travel, and culture all intersect with tennis.” Pretty smart, right?
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Remember when her Wimbledon style exploded in 2023? Morgan’s ability to inject modern flair into the tournament’s traditional all-white dress code caught the eye of Wimbledon organizers. Recognizing her influence and style, they approached her for a collaboration, leading to her involvement in the Wimbledon Threads video series. In a surprising turn of events, a New York Times profile on Fritz ended up shining the spotlight on Morgan instead, dubbing her “the most famous woman in men’s tennis.”
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Notably, her unique blend of tennis fandom and high-fashion savvy has translated into a lucrative portfolio of sponsorships and collaborations. Recognizing her influence with a younger audience, brands like Grey Goose, Boss womenswear, Wilson, Bumble and Bumble, David Yurman jewelry, Ole Henriksen skincare, and Heineken have sought her partnership.
It was something that was partially an idea and partially something that worked out for Morgan, as she phrased it, “So I just started filming. I wasn’t trying to build anything huge, but it turns out there are a lot of people who care about this world beyond the scoreboard.” True to her words, her followers and Taylor’s love the behind-the-scenes of a tennis match.
Not to mention her style has translated into its own trend now! Known as the Riddle Effect, Morgan’s look was all over Indian Wells last month.
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Morgan’s style takes over the BNP Paribas Open!
Morgan Riddle is no stranger to the spotlight, and before she even had a chance to cheer on Taylor Fritz at the BNP Paribas Open on March 5, she was already making waves. During a WTA rebranding event, cameras snapped her stylish spring look, which she later dissected on Instagram. “This sweater is American vintage. Jeans are from Citizens of Humanity. Sunglasses are from Miu Miu,” she shared, giving fans a glimpse into her Tennis Paradise style. The post’s caption summed it up perfectly: “If @moorrgs is at an event, you know we have to get all of the outfit deets from her!”
Morgan’s impact extends far beyond her fashion sense. She’s one of Fritz’s loudest supporters, and when he landed the cover of Racquet magazine’s “No. 26” edition, she celebrated with a heartwarming post: “My lil cover starrr.” Since their Netflix debut in Break Point, Riddle has become a beloved figure in the tennis world, effortlessly blending glamour with authenticity.
But her influence isn’t just about style; it’s deeply personal too. Fritz credits her as his emotional rock, saying, “I think it’s great to just kind of have someone who is with you, supporting you, helping keep you focused. As someone who had nothing to do with tennis before, in Morgan’s case, she’s done an amazing job over the years just kind of understanding.” He also praised her for helping him maintain his mental edge: “She gets it, and she also understands what it takes each week and throughout the year to help me play my best tennis and feel my best.”
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Going into the clay season now, Taylor will be setting his sights on his next tournament in Madrid. Will Morgan bring out a fashionable statement while he vyes for his next title? Share your thoughts in the comments below!