Serena Williams revolutionized tennis, and she did that not only through her on-court performances but also by voicing her concerns about the issues in and around the sport. That is exactly what she is busy doing right now. After her retirement, the life of the legendary player might seem jovial to a lot of her fans, but Williams is back on the court, taking tangible steps towards bettering the sport once again. Williams recently launched her recovery brand, ‘Will Perform’, as her official first program after her retirement.

The brand’s focus is on pain relief and self-care and Williams is here to promote inclusivity by including the younger generation as well. The motive behind it came from the absence of such products when she was young.

Serena Williams launches Will Perform to aim younger generation

Serena Williams is a visionary. The 23-time Grand Slam champion is not only great at her sport but also at the business and social endeavors she undertakes. So, she is back again after enjoying a few weeks of her retirement to launch a visionary recovery brand, ‘Will Perform’. Will Perform is an $8 million dollar company that prioritizes addressing pain and providing daily support. It is centered around the self-care vision.

The reason behind launching this endeavor is related to an experience of the 23-time Grand Slam champion. During Roland Garros, Serena used a product for relief but thought, “I’m too young to be using this product.’”

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However, she believed things could be well-suited for players in different age groups. She felt that it “solely focused on if you’re injured or older.” But she also saw the younger audience, which was getting left out. She said, “So, I wanted to create something that I could’ve seen myself and really anyone benefiting from.”

What led Williams to give birth to this idea?

When Williams was young and active on the court, she was struggling physically from pain. Tennis is an arduous sport and requires immense physical and mental strength, so suffering injuries are not uncommon. However, there was no alternative for the younger generation. She understood the benefits of the products, but she was still reserved. Furthermore, she confessed that she did not use these products, “because I just felt like they didn’t really speak to me.”

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Williams has always considered how her endeavors will benefit the community, in this case, the tennis realm. When she launched Serena Ventures, she had the upliftment of the businesses of women and minority communities in her mind. Similarly, now, the tennis legend is focusing on giving the younger generation a better alternative.