甜心波娃駕到！網(wǎng)壇天后挺進(jìn)糖果王國

Reporter： Maria Sharapova， the champion tennis star， is setting just as many records in the business world as she is on the court. I sat down with her at an event in New York， where she promoted her Sugarpova candy line.

I talk to a lot of athletes， and many of them make the mistake of…of not really getting into 1）endorsements and business or trying to get into it until after they’ve left， which makes it more difficult. Maria： Yeah.

Reporter： When you retire， do you feel that you’ll be positioned to go into business？ Is that where you expect to go？

Maria： I feel like it’s always been part of my plan. I’ve never， I’ve always， the idea of not…I’ve played tennis since I was four years old， but the， so the idea of not playing tennis and not having anything to do at all actually scares me， and I think it has been， especially when I went through my injury， I wa…I didn’t play for nine months， so the thought of “Oh， what if I never make it back？”， it always kept me thinking about what do I really want to do…

Reporter： What would you do？

Maria： …what do I want to achieve.

Reporter： What do you want to do？

Maria： I want to be in business. I love creating things that， you know， that you’re inspired by. You see， you see an image， you see a product， something strikes in your mind， you see it going in different directions， you sketch it， you produce it， you go through samples， you see it on a shelf， and that’s something that it’s been with candy. Then you go through the reports and the trends and the business side. You know， it’s not just， there’s so many things that evolve around one little product， and you…and the candy business， I mean， every single， you know， distributor has different rights. Every different country requires different things， different ingredients， different labels. You just， the list keeps going on and on.

Reporter： Who are your mentors as a businesswoman？

Maria： I have a very small group of people around me， that I’ve had for many years—my Mom and my Dad and my manager， Max， who’s managed me since I was 11 years old， you know， a few more people， and…and that’s it. A financial manager. I’ve worked with…with the same people for many， many years. I think that’s…people that know you the best， that understand you and your vision are the ones that…you can’t do things on your own. You know， you need…there might be a name behind it， but it’s a team effort to bring it up， and I’ve always…I’ve always believed in it. You can’t be selfish in this business. You have to…you have to be able to take information in in order to produce something big.

I thought it was brilliant. I thought it was so funny and creative. Since I’ve always 2）had a sweet tooth， I’ve always wanted to find myself in the candy business somehow， and this passion for 3）gummies and the name， just all kind of came together.

When I go on the court， it’s…it’s all about the tennis， it’s about the work and the effort that you put in， but， when you leave， you almost need something in…in your life that， you know， keeps you， maybe creative， keeps you thinking.

At first it was the quality of the candy. When I had gone to this particular gummy bear， that was when I…I wanted to track down where it was made， which factory produced it. And it happened to be in Spain， and， by far， it was the best product that I had tasted. We worked with 4）Dentsu， an advertising agency that brought my ideas to life.

Megan （Creative Director， Dentsu）： We came across these really kind of sexy， fun lip images， which connects with candy really well.

Maria： I thought that was really genius and something that you can have for so many different flavours. And

then we created a sunglass and purse and high-heeled shoe shapes for the “She” collection. And then we had tennis gum balls， which are really fun.

I wanted to create fun， different names that represented each types[sic] of candy.

We’re only starting with 12 flavours， but I hope that it grows and…and continues to get bigger with more flavours and shapes.

Megan： Who knows where she’ll take Sugarpova. It could end up being fashion， it could be shoes， it could end up being anything.

記者：就像她在球場時一樣，網(wǎng)球天后瑪麗亞·莎拉波娃正在商業(yè)界不斷刷新紀(jì)錄。在紐約的一場活動中，我有機(jī)會和她坐下來聊聊天——她正在此為“甜心波娃”系列糖果進(jìn)行宣傳。

我和許多運(yùn)動員聊過天，他們當(dāng)中不少人都會犯這么一個錯誤，就是不怎么為商品代言，涉足生意，又或是在離開運(yùn)動場以后才開始接觸這些東西，這就更難入行了。

瑪麗亞：沒錯。

記者：等你退役之后，你覺得自己就是要往商業(yè)發(fā)展嗎？你想往那個方向發(fā)展嗎？

瑪麗亞：我覺得這一直是我計劃里的一步。我從未……一直以來，一想到不能打球——我從四歲就開始打網(wǎng)球，但是……所以我一想到不再打球、無所事事就很害怕。我想這已經(jīng)有……尤其是在我受傷期間，我足足九個月沒碰過球，就是這種“哦，要是我再也不能重返賽場怎么辦？”的念頭時刻提醒著我，讓我去思考自己真正想做的事情……

記者：你會怎么做？

瑪麗亞：……和我想實(shí)現(xiàn)的目標(biāo)。

記者：你想做什么？

瑪麗亞：我想做生意。我喜歡在靈感的啟發(fā)下創(chuàng)造點(diǎn)什么。你看見一個形象或是產(chǎn)品，讓你靈機(jī)一動，你可以看見它的發(fā)展方向，于是你形成方案，投入生產(chǎn)，檢查樣品，看著它上架銷售——糖果生意就是這樣一個過程。然后你還要留心各項(xiàng)報告、業(yè)界潮流以及生意上的東西。你知道，這并不僅僅是……圍繞著一件小小的產(chǎn)品，要涉及到各種各樣的事情，而你……我的意思是，在糖果業(yè)里，每一個經(jīng)銷商都有他的權(quán)益，每一個國家都有不同的要求、不同的成分、不同的標(biāo)示。要做的事情實(shí)在是太多了。

記者：作為一名女商人，誰在給你做參謀呢？

瑪麗亞：我身邊有一個小團(tuán)體，多年以來，他們一直陪伴在我身邊，其中包括我的父母以及經(jīng)紀(jì)人馬克斯——從我11歲起，他就一直替我處理事務(wù)，另外還有幾個人，就這么多了，加上一個財務(wù)經(jīng)理。我和這些人共事很多年了。我覺得那才是最了解你的人，他們理解你的想法和遠(yuǎn)見……你不能什么事都一個人扛。你需要……一個品牌的背后也許只是某個人的名字，但其發(fā)展成長卻是團(tuán)隊協(xié)作的成果，我一直相信這一點(diǎn)。在這一行里，你不能只想到自己，而要聽取各種信息，這樣才能做出一番大事業(yè)來。

我覺得這個點(diǎn)子太棒了，非常有趣，極富創(chuàng)意。我向來是個甜食黨，一直很想投身糖果行業(yè)，加上我對橡皮糖的熱愛，還有這個名字（的創(chuàng)意），全部都湊到一塊兒去了。

上場的時候，網(wǎng)球就是關(guān)注焦點(diǎn)，拼的是你的各項(xiàng)訓(xùn)練以及為之付出的努力；但是在退役之后，你的人生需要一些別的東西，讓你保持創(chuàng)意，讓你繼續(xù)思考。

最開始（的難點(diǎn)）是糖果的品質(zhì)。吃到這一款橡皮熊時，我就想找到它的產(chǎn)地以及生產(chǎn)廠家，而它恰好是在西班牙，這是我至今嘗過最好吃的產(chǎn)品。我們與電通公司展開了合作，這家廣告代理商將我的點(diǎn)子變成了現(xiàn)實(shí)。

梅根（電通創(chuàng)意總監(jiān)）：我們構(gòu)思出這些帶點(diǎn)兒性感、又很有趣的紅唇造型，與糖果真是珠聯(lián)璧合。

瑪麗亞：我覺得這個構(gòu)思太有才了，而且你能制作各種不同的口味。我們隨后為這個“她”系列設(shè)計了太陽鏡、手提包以及高跟鞋形狀的糖果。我們還推出了網(wǎng)球口香糖，這個特別有意思。

我想給每一種糖果設(shè)計不同的有趣名字。

我們剛開始只有12種口味，但我希望這個品牌能夠發(fā)展壯大，口味越來越多，造型也日益豐富。

梅根：天曉得她能將“甜心波娃”推到怎樣的高度。這個牌子也許最終會打入時尚圈，也可以推出鞋子，它可以勝任各種產(chǎn)品。