- East High School Coach Landen Cummings launched a clothing line, Elevate Reality Apparel.
- Proceeds will support the LEAP Foundation, which helps financially challenged students with extracurricular costs.
HERRIMAN — A high school basketball coach with a nonprofit that helps financially challenged students with athletic and extracurricular costs said Wednesday that a new clothing line he started aims to help bolster the program and support more kids.
In the fall of 2024, East High School varsity basketball coach Landen Cummings saw a need in his community when kids from Salt Lake City's Glendale neighborhood and other areas showed up at his camp.
"We had kids show up, and they had jeans on and said they didn't have basketball shorts, and some of the kids showed up in sandals," Cummings told KSL in October 2024.
His answer was the LEAP Foundation, short for Learn, Earn and Progress.
"It's kind of like an introduction to a scholarship," Cummings said during the October interview. "Ideally, what we want is for kids to earn good grades, and we'll help pay for extracurricular activities, sports, computer programming classes, musical instrument classes, and anything they do outside of school that costs money."
Now, in 2026, Cummings said the clothing line he founded, Elevate Reality Apparel, will divert a percentage of the proceeds toward the nonprofit.
"We want to create a versatile brand that not only inspires people to elevate who they are, but their contributions and purchases of those products will help us help the kids elevate who they are as well," Cummings said as he showed off some of the men's, women's and children's activewear. "As those profits grow and those sales happen, that'll help us make the LEAP Foundation even more impactful."
Cummings said he became interested in starting a clothing line years ago while working at a shoe store. According to the coach, he amassed a large collection of shoes but found he never had the right clothes to pair with them.
"A friend of mine jokingly suggested that I start my own clothing line, and I kind of bounced the idea around, and right when I committed to it is when COVID happened," Cummings said.
Cummings said that this year he spent five months researching and refining the brand before launching it.
He said 15% of the proceeds from the regular clothing line will go to the LEAP Foundation, while 25% of the proceeds from a special "Pink Ribbon Collection" will benefit the Breast Cancer Research Foundation.
"To be able to create an opportunity to open those doors for some of the kids is really nice," Cummings said.
