12.08.22
Serena Williams has teamed up with two CPG veterans to launch Will Perform, a line of clean, cruelty-free topical pain relief and daily muscle care solutions. The launch assortment will include five products spanning four categories.
Williams' co-founders in the new venture, known as Will Perform Public Benefit Corporation, are Hank Mercier, a seasoned CPG executive and Will Perform's CEO, and Eric Ryan, the serial entrepreneur behind Method, nutrition brand Olly and first aid brand Welly.
"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.
"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."
The range includes Will Relieve pain relief roll-on and spray, a pre/post-workout pain relief product with 4% lidocaine; Will Cool Cooling Pain Relief Roll-On, a pre/post-workout cooling pain relief roll-on made with menthol, camphor; Will Soothe Daily Muscle Soothing Lotion, a daily lotion formulated as a powerful, ultra-moisturizing blend of magnesium and ceramides to support optimum recovery; Will Rest Nightly Muscle Recovery Lotion, which contains a blend of lavender and geranium to support sleep as well as magnesium and vitamin D for recovery.
This unique lineup creates new usage occasions that bridge the gap between performance and self-care in everyday life, according to the brand.
Williams also created a sunscreen brand called Eleven.
Williams' co-founders in the new venture, known as Will Perform Public Benefit Corporation, are Hank Mercier, a seasoned CPG executive and Will Perform's CEO, and Eric Ryan, the serial entrepreneur behind Method, nutrition brand Olly and first aid brand Welly.
"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.
"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."
The range includes Will Relieve pain relief roll-on and spray, a pre/post-workout pain relief product with 4% lidocaine; Will Cool Cooling Pain Relief Roll-On, a pre/post-workout cooling pain relief roll-on made with menthol, camphor; Will Soothe Daily Muscle Soothing Lotion, a daily lotion formulated as a powerful, ultra-moisturizing blend of magnesium and ceramides to support optimum recovery; Will Rest Nightly Muscle Recovery Lotion, which contains a blend of lavender and geranium to support sleep as well as magnesium and vitamin D for recovery.
This unique lineup creates new usage occasions that bridge the gap between performance and self-care in everyday life, according to the brand.
Williams also created a sunscreen brand called Eleven.