Skip to main content

The Power of Celebrity Wealth: Serena Williams Launches Will Perform

Serena Williams has reimagined how we recover from athletics and exercise with Will Perform, her new line of clean muscle care solutions.
The Power of Celebrity Wealth: Serena Williams Launches Will Perform

By Derrial Christon

Just in time for the New Year, sports legend and entrepreneur Serena Williams has launched Will Perform, a line of clean, cruelty-free topical pain relievers and muscle care solutions designed to reimagine recovery. The non-sticky, quick-drying formula delivers rapid pain relief.

“Recovery has played an integral role in my performance and professional success," Williams told Forbes about the inspiration for Will Perform. "It's a practice that can benefit anyone with an active lifestyle. That belief is what inspired me to develop a line of products that targets your muscles and can be incorporated into your daily self-care routine."

Will Perform released four products for the launch:

  • Will Relieve: A pre/post-workout pain relief roll-on and spray made with 4 percent Lidocaine and a unique botanical blend to support holistic wellness.
  • Will Cool: A pre/post-workout cooling pain relief roll-on made with menthol, camphor, and a unique botanical blend to support holistic wellness.
  • Will Soothe: A daily soothing lotion that helps give your muscles and skin the daily love and care they need. Formulated as a powerful, ultra-moisturizing blend of magnesium and ceramides to support optimum recovery, the hydrating lotion offers a soothing recovery blend.
  • Will Rest: A nightly recovery lotion that helps give your muscles and mind the rest and relaxation they need overnight. Formulated with a serene blend of lavender and geranium to support your best sleep and fused with magnesium and vitamin D for recovery, the rich formula offers a soothing nightly recovery blend. Usage is everyday on your shoulders and neck before bed.

While developing the products, Williams teamed up with two CPG (consumer packaged goods) veterans, Hank Mercier, Will Perform's CEO, and Eric Ryan, the entrepreneur behind eco-friendly household brand Method, nutrition brand OLLY, and first aid brand Welly. Will Perform launched direct to consumer on December 8, and is available at Target stores and on Target.com. The price ranges from $12.99 to $15.99.

The recently-retired Grand Slammer is no stranger to entrepreneurship. She heads up Serena Ventures, through which she manages her investments in more than 60 startups. Williams also invests in other sports. She has put $75 million into UFC and is also a minority owner of the NFL's Miami Dolphins.

Celebrity athletes' products are in high demand in the current market. The global sports industry is expected to grow at a compound annual growth rate of 41.3 percent by the end of 2022. Furthermore, the sports market is expected to be worth over $700 billion by 2026.

Derrial Christon

Derrial Christon is a celebrity wealth expert and writer of the column The Power of Wealth for UPTOWN. Follow him on Instagram via @derrialchriston.