Malia Samuels, the electrifying former Seattle high school star, is making headlines off the court with a new NIL deal that’s hitting different, in the best way possible. The Indiana women’s basketball player just locked in a partnership with World’s Finest Chocolate, and this isn’t just about cashing in. This is a full-circle moment for Samuels, connecting her past dreams to her future impact, and it’s straight up inspiring.
From Selling Bars to Raising the Bar
Remember when you were a kid, hustling chocolate bars to fund that one trip or uniform? Malia Samuels sure does. From third to fifth grade, she was out there selling World’s Finest Chocolate herself. Why? To fund her travel basketball opportunities and chase that hoop dream. Fast forward to today, and that same company, World’s Finest Chocolate, is bringing her on as a “Reign Maker” for their “Let Them Reign” campaign. This isn’t just cool; she’s the first female college athlete to partner with the brand. How’s that for an upgrade?
This isn’t just a nostalgic nod, either. Samuels herself talked about how much she loved doing it back then, competing with teammates to see who could sell the most. But looking back, it was “definitely gratifying” to help her parents out. And the impact? She says basketball has always been a huge part of her life, and without that “travel basketball piece from when I was really young,” she wouldn’t be where she’s at now. She’s got a ton of gratitude for World’s Finest Chocolate making that happen. It makes you realize how every little step can lead to something massive, especially when it starts right here in the Emerald City.
A Seattle Legend Inspiring the Next Generation
Samuels isn’t just some random college athlete. She was the No. 1 recruit from our home state of Washington in 2023. While rocking it in high school right here in Seattle, she snagged two state championships and earned the 3A Washington State Player of the Year award as a junior in 2022. That kind of local legend status is exactly what makes this deal so powerful. She used her childhood experience with World’s Finest Chocolate to “break out of her shell” and improve her communication skills. You can’t put a price on that kind of personal growth, and now she’s paying it forward.
Eddie Opler, the CEO of World’s Finest Chocolate, put it perfectly, saying the “Let Them Reign” campaign is all about celebrating the ambition behind fundraising and the experiences it unlocks. Having Malia as their first female NIL partner is a huge chapter for the campaign. They’re proud to have her show what happens when determination, opportunity, and support all come together. The campaign focuses on boosting confidence, communication skills, resilience, and entrepreneurial thinking in youth. This is how you use NIL for good, folks. This is how you inspire the next generation of athletes, leaders, and entrepreneurs, right from our own backyard.
After three years tearing it up at USC, Malia is hyped to suit up for the Hoosiers in the 2026-27 season. Keep an eye on her as she continues to lead, both on the court and as an incredible example of how to make your NIL deal mean something real.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by Swish Appeal.
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