LSU running back Harlem Berry is partnering with World’s Finest Chocolate as part of the fundraising brand’s NIL campaign, a deal that connects back to his childhood experience selling chocolate to help pay for football.
World’s Finest Chocolate announced its first NIL partnerships with Berry and UCLA wide receiver Leland Smith through its new “Let Them Reign” campaign. The campaign highlights how youth fundraising can help build confidence, communication skills, resilience and entrepreneurial habits.
For Berry, the partnership brings his story full circle. Before becoming an LSU running back, he sold World’s Finest Chocolate in middle school to help fund his football pursuits.
“When I sold World’s Finest Chocolate in middle school to help pay for football, I never imagined I’d one day partner with the same brand as a college athlete,” Berry said. “At the time, I was just trying to do whatever I could to play the sport I love. World’s Finest Chocolate isn’t just helping schools raise money — it’s helping kids believe in themselves, stay committed to their goals, and create experiences that can shape the rest of their lives.”
The campaign also features young “Reign Makers,” top World’s Finest Chocolate sellers whose dedication and confidence reflect the company’s message about the impact of fundraising.
Berry’s role in the campaign gives LSU fans another look at the highly regarded running back away from the field. It also ties into the determination that helped shape his path before he arrived in Baton Rouge.
Berry was the nation’s top-rated running back in the 2025 class, according to all four major recruiting services. He was also ranked the No. 1 player in Louisiana by On3 and 247Sports.
Berry finished last season with 104 carries for 491 yards and two touchdowns, averaging 4.7 yards per carry. Most of that production came in the second half of the season, when he rushed for 400 yards on 78 carries, averaging 5.1 yards per carry, with one touchdown.
Berry started the final six games of the season and led LSU in rushing in four of those contests.
