Will Perform by Serena Williams introduces a modern approach to recovery with clean, cruelty-free topical pain relief and daily muscle care solutions. For this new venture, Williams teamed up with two CPG veterans to reimagine the way people approach recovery as both a concept and a category, all the while bridging the gap between performance and self-care in everyday life.
At launch, there will be five products introduced across four categories: WILL Relieve, WILL Cool, WILL Rest and WILL Soothe. While the Relieve and Cool products offer pain relief, the Soothe and Rest products help to support daily skin and muscle care.
Will Perform asks: "If we spend more of our lives off the court than on one, where do the wins really happen?"
Key Themes Behind This Trend
- Pain Relief Innovation
- CPG companies can focus on creating new, clean and cruelty-free topical pain relief products, similar to Will Perform's WILL Relieve and WILL Cool products.
- Performance and Self-care Combination
- Companies can seize the opportunity to merge performance and self-care products, like Will Perform's WILL Rest and WILL Soothe muscle care solutions.
- Reimagining Recovery Products
- Businesses can rethink the way people approach recovery as both a concept and a category, similar to Will Perform's approach in creating modern and effective recovery products.
Where This Applies
- Consumer Packaged Goods
- CPG companies can invest in creating new, alternative, and innovative recovery products that can cater to the growing needs of conscious consumers like Will Perform's products.
- Athletic Apparel and Accessories
- Athletic apparel and accessories businesses can shift from just providing products for performance to also designing self-care products for muscle recovery, as seen in Will Perform's partnership with CPG veterans.
- Sports and Fitness
- Sports and fitness companies can align their business strategies with the emerging trend of combining performance with self-care, similar to Will Perform's mission in bridging the gap between the two concepts.
