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Tennis Sweetheart Maria Sharapova Launches Sugarpova Candy Line.

Aug 22nd, 2012
Staff Writer

Candied lips || Photo credit: iStock PhotoAthletes often follow fame with fortune, and Roger Federer is no longer alone atop the marketing world of professional tennis.

Olympic silver medalist Maria Sharapova officially launched her line of sweets, Sugarpova, Monday morning at the Fifth Avenue Henri Bendel retailer in New York City.

Sugarpova was developed by Maria in tandem with candy retail company IT’SUGAR, proud owners of the world’s largest boxes of Nerds, Laffy Taffy, Gobstoppers, and Sweetarts, according to their website The It’sugar movement is “dedicated to the single-minded pursuit of everything frivolous, overindulgent & delightfully naughty,” according to their website.

Candy expert and founder of IT’SUGAR, Jeff Rubin, partnered with Ms. Sharapova to help the tennis star realize her sweet dream. The dream includes 12 varieties of lips, tennis ball, and other-shaped candies:chic, flirty, silly, splashy, cheeky, sassy, spooky, smitten, quirky and sporty, meant to convey the many fun-loving sides of the four-time grand slam champion's personality.

“Creating Sugarpova has been an exciting labor of love,” Sharapova said. “I can’t wait to share Sugarpova with my fellow candy lovers,” she shared on her website A portion of the proceeds from product sales is designated to the Maria Sharapova Foundation for kids in need.

Sugarpova will be available at the minibars of some of the world’s top luxury hotels and resorts, as well as online at,, and