US – Recently retired tennis icon Serena Williams has announced her new venture, Will Perform, a brand focusing on muscle care and redefining the concept of sports recovery.
Applying lessons learned from Williams’s long career in sport, Will Perform introduces clean and cruelty-free topical pain relief and muscle care solutions, intended for athletes but also for anyone who leads an active lifestyle. The buildable and comprehensive daily performance-enhancing routines reframe recovery as self-care through four product categories – WILL Relieve, WILL Cool, WILL Rest and WILL Soothe.
‘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 can be incorporated into your daily self-care routine,’ explains Williams.
Serena Williams joins the growing circle of public figures turning entre-celebrities, deploying their clout but also years of expertise on an offering that bridges a gap in the market.
Thinking beyond brand ambassadors and publicity, expert celebrity entrepreneurs can be a great asset for co-creation because of their proven expertise, credibility, sector insights and ability to understand the needs of their fans