Serena Williams Introduces a Modern Approach to Recovery — Retail Bum

Tennis champion and entrepreneur Serena Williams is launching a clean, cruelty-free topical pain relief and daily muscle care solution called Will Perform.

The Will Perform lineup is meant to elevate the recovery process through high-performing products that can also supplement any existing care regimen.

“Recovery has played an integral role in my performance and professional success. It’s a practice that can benefit anyone with an active lifestyle. That belief is what inspired us to develop a line of products that targets your muscles and can be incorporated into your daily self-care routine,” said Williams.

To bring Will Perform to life, Williams has teamed up with Hank Mercier, a seasoned CPG executive who is the co-founder of Will Perform, and Eric Ryan, the company’s CEO who is recognized for creating brands such as nutrition label OLLY and first aid brand Welly.

“I love transforming the mundane into a new experience that consumers will be excited to incorporate into their daily lives,” said Ryan.

“You can’t expect people to adopt a ritual if it’s not enjoyable, and that’s where Will Perform feels truly disruptive. These are beautifully designed and thoughtfully formulated self-care products that consumers will look forward to using.”

Will Perform is intended for athletes and anyone leading an active lifestyle. Its product assortment spans four categories: WILL Relieve, WILL Cool, WILL Rest, and WILL Soothe.

Will Perform is now available as a direct-to-consumer (DTC ) line and will be available in-store at Target and on Target.com beginning December 18, 2022. Products currently range anywhere from $12.99 to $15.99.

Photo credit: Will Perform

Originally published at https://retailbum.com on December 9, 2022.