NEW YORK: Tennis legend Serena Williams has teamed up with two CPG veterans to launch Will Perform, a line of topical pain relief and daily muscle care solutions.
The launch assortment will include five products, spanning four categories: WILL Relieve, WILL Cool, WILL Rest and WILL Soothe. 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.
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.
Will Perform launched DTC December 8th and at Target stores and on Target.com beginning December 18th.
“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.”
