12.08.22
Tennis champion, entrepreneur, designer, founder and managing partner, 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 designed to reimagine recovery – as both a concept and a category.
Intended for athletes and anyone leading an active lifestyle, the launch assortment will include five products, spanning four categories:
The Relieve and Cool products offer pain relief while the Soothe and Rest products offer daily skin and muscle care. This lineup is intended to elevate the current recovery category's usage occasions as well as create new usage occasions that bridge the gap between performance and self-care in everyday life.
"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," says Williams.
Williams' co-founders are Hank Mercier, a seasoned CPG executive and Will Perform's CEO, and Eric Ryan, the serial entrepreneur behind eco-friendly household brand method, nutrition brand 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," says co-founder Eric 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 launches DTC December 8th and at Target stores and on Target’s website beginning December 18th.
Intended for athletes and anyone leading an active lifestyle, the launch assortment will include five products, spanning four categories:
- WILL Relieve Pain Relief Roll-On and Spray: A pre/post-workout pain relief roll-on and spray made with 4% Lidocaine and a unique botanical blend to support holistic wellness. The non-sticky, quick-dry formula delivers rapid pain relief.
- WILL Cool Cooling Pain Relief Roll-On: A pre/post-workout cooling pain relief roll-on made with Menthol, Camphor and a unique botanical blend to support holistic wellness. The non-sticky, quick-dry formula gives fast, icy pain relief to muscles and joints.
- WILL Soothe Daily Muscle Soothing Lotion: A daily soothing lotion that helps give muscles and skin the daily love and care they need. Formulated as a powerful, ultra-moisturizing blend of Magnesium and Ceramides to support optimum recovery, the hydrating lotion offers a soothing daily recovery blend.
- WILL Rest Nightly Muscle Recovery Lotion: A nightly recovery lotion that helps give muscles and mind the rest and relaxation they need overnight. Formulated with a serene blend of Lavender and Geranium to support sleep and fused with Magnesium and Vitamin D for recovery, the rich formula offers a soothing nightly recovery blend. Use on shoulders and neck before bed.
The Relieve and Cool products offer pain relief while the Soothe and Rest products offer daily skin and muscle care. This lineup is intended to elevate the current recovery category's usage occasions as well as create new usage occasions that bridge the gap between performance and self-care in everyday life.
"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," says Williams.
Williams' co-founders are Hank Mercier, a seasoned CPG executive and Will Perform's CEO, and Eric Ryan, the serial entrepreneur behind eco-friendly household brand method, nutrition brand 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," says co-founder Eric 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 launches DTC December 8th and at Target stores and on Target’s website beginning December 18th.
