A Grand Slam finalist and champion on the Women’s Tennis Association circuit, Madison is a fiery competitor. She also realized that her hard-fought victories provided her with a platform for good. After serving as an ambassador for FearlesslyGiRL, which offers anti-bullying courses geared to middle schools, she wanted “to kind of shake it up” with her own message. So, Madison founded Kindness Wins to promote acts of kindness. She enlisted Olympic skier Mikaela Shiffrin and Paralympian Oksana Masters for her first initiative in May, asking people to take to social media to share posts of gratitude that included #kindnesswinsday. Building on that success, the group plans to offer grants to help people fulfill acts of kindness.


“Kindness comes in all different shapes and sizes and ways.” Madison Keys