The 21-year-old's proposed €18 million move to Turin has not yet been finalised but he has reportedly agreed a four-year contract with the Italian champions
The Spain Under-21 international has not yet signed on the dotted line for the Bianconeri despite a lengthy pursuit from the Italian champions, who have had to fend off reported interest from Arsenal and Wolfsburg in the forward.
However, Morata's head is clearly already at Juve, who have reportedly agreed to pay Madrid an initial €18 million fee, which could rise to €22m depending on bonuses.
"I am very happy," he is quoted as saying by Marca. "For me, this is a personal challenge."
Morata, who is set to earn €2.2m per year after tax according to reports, is said to be ready to commit himself to the Serie A champions until 2018, with the option of an additional season.