Serena Williams launches Will Perform

Tennis great Serena Williams has launched her new lifestyle brand called “Will Perform”. The brand will be aimed at athletic recovery.

Williams has launched the brand along with Eric Ryan and Hank Mercier. The brand will be launching five products to kick-off with, which will be in the pain relief, skin care and muscle care categories. 

The direct-to-consumer portal for Will Perform was launched on December 8, while products will be available on Target’s retail and online stores from December 18. 

Also read: Serena Williams – The journey so far

Serena Williams commented:

“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.“

Eric Ryan, co-founder, Will Perform, added:

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

“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.“