Thursday Serena Williams launched her recovery brand Will Perform with five topical products across four categories including Will Relieve, Will Cool, Will Rest and Will Soothe, meant to provide pain relief and daily muscle support.
“I remember being at the French Open and using a product and thinking, ‘I’m too young to be using this product.’ Literally, that was one of my thoughts. And I was like, ‘OK, there has to be something better,’” Williams said. “The category felt solely focused on if you’re injured or older…which, of course, are real needs. But there is a much bigger opportunity. So, I wanted to create something that I could’ve seen myself and really anyone benefiting from.
“I was surprised at how much it benefited me. I stayed away from a lot of these products for so long because I just felt like they didn’t really speak to me,” Williams said. With scent and texture top of mind, she “was really excited about developing something that was just more light and more usable in everyday life.”
While the brand’s impetus is on recovery, Williams is aiming to broaden and continue the conversation around the importance of self care.
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