Exclusive: Tennis Star Madison Keys Wants to Leave the Tennis World in 'a Better Place Than When I Started': 'I Aim to Empower'

Madison Keys has made a name for herself in the sports world, and she hopes to spread joy going forward.

"I hope to use my platform to spread encouragement both within and outside of the world of sports by serving as a positive role model and finding opportunities to uplift and empower others. My charity, Kindness Wins, is one way that I aim to empower others as we highlight the remarkable young women who are making a difference in their communities through acts of kindness. This initiative serves as a reminder for us all that you don’t need a large following to create an impact; positive change begins right where you are," the 29-year-old, who is partnering with TJ Maxx as a part of the Maxx You Project’s newest campaign, Claim Your And, to empower women everywhere to embrace their full, multi-faceted selves, exclusively tells Morning Honey.

"It’s so inspiring knowing that I have made a positive impact on the tennis/sports world and have the opportunity to help make a difference on a daily basis while playing a sport that I love. It truly means the world to me," she adds.

Keys, who has quite an impressive run, winning eight WTA singles titles, feels proud of what she's achieved thus far.

"Each one is very special to me as they have come in different stages of my career, but winning the title in Strasbourg this year alongside my fiancé meant a lot after a very tough and emotional 2023," Keys, who is engaged to Bjorn Fratangelo, says.

Now that women's sports are more at the forefront, Keys believes "we are taking a step in the right direction toward equity in the world of sports."

"This year has seemed to be the year of women in sports – with Caitlin Clark and her WNBA success, and within women’s soccer as a whole. It’s great to see that there’s been such positive change and increased attention and passion around women’s sports," she declares. "The sports world is a very competitive and sometimes harsh place. Through my work with Kindness Wins, I hope that other athletes see that you can remain ultra-competitive while being kind and supporting those around you."

"Tennis can be very challenging and dark. I’ve experienced a few very tough years in my career, but being able to overcome those challenges and find happiness and enjoyment on the court again has been so rewarding. I must give a lot of credit to my team, family, and fiancé for being by my side," she continues, noting that she has a "tremendous" support system around her.

These days, the athlete is partnering with TJ Maxx as a part of the Maxx You Project’s newest campaign, Claim Your And, as they're often a "misconception that athletes are immune to emotions and unaffected by negative comments online."

"But that couldn’t be further from the truth! We’re human; we experience a range of feelings — joy, sadness, exhaustion. Embracing every aspect of myself, including the emotional side, is incredibly liberating. Female athletes can be both strong and soft, and it’s important to celebrate that duality," she says of being part of the project. "I’ve felt so inspired through my work with TJ Maxx, as its Maxx You Project has been helping women pursue their most authentic lives for nearly a decade. It’s always been a goal of mine to help make a positive impact in the world, so it’s an absolute honor to have the opportunity to partner with TJ Maxx on its Claim Your And campaign to further empower women and girls everywhere."

She adds, "Claim Your And is the Maxx You Project’s newest campaign, which is designed to empower women everywhere to break free of the labels that limit them and boldly express their multidimensional selves. A recent TJ Maxx survey found that 94 percent of women will be labeled by others in their lifetime, which is something I’ve personally experienced both on and off the tennis court. It’s so important to me to use my platform to uplift and inspire others, which is why I’m so proud to be partnering with TJ Maxx to encourage all women – whether they’re an aspiring athlete, fashionista, or anything in between – to boldly express their most authentic selves. I’m confident that the Maxx You Project will inspire even more young women to feel confident in expressing every facet of themselves. By sharing my own story of embracing my multidimensionality, I hope to amplify this crucial message and ignite conversations around the importance of self-expression. Together, we can reach more girls and help them break free from limiting labels."

As for what the future looks like, Keys is continuing to help others any way she can.

"I hope that in 5-10 years I have left the game in a better place than when I started. I have done a lot of work behind the scenes as a player council representative to make a positive change in the game and be part of the overall growth of our sport. I hope that I continue my empowering work through Kindness Wins and seek out initiatives that align with my passions. My interests outside of tennis are interior design and home design, so I could certainly see myself flipping homes eventually," she says.