When Maria Sharapova launched Sugarpova in 2012, it was hailed as one of the most promising athlete-driven business ventures in sports. At the height of her tennis career, the Russian superstar, who was then one of the highest-paid female athletes in the world, poured part of her wealth, energy, and branding power into a quirky idea: premium candy with personality.
A sweet beginning
Reports from the time suggested Sharapova invested around $500,000 of her own money to launch the brand. The concept was playful but strategic: bright packaging, bold flavors, and a cheeky lipstick-kiss logo.