The problem with shoelaces is that they come untied. The opportunity, according to the founders of BRCĒ, is that everything else an athlete wears could also be better. The Detroit-based startup is selling a pair of fire-resistant, non-slip athletic laces not as a novelty, but as the first commercial application of a proprietary polymer composite it plans to extrude into a whole line of protective gear. It is a classic hardware wedge, spun out of a Michigan State University classroom and into a $300,000 seed round from Daniel Lubetzky and Fawn Weaver on Shark Tank [Michigan Business, March 2026]. The bet is that a better shoelace can open the door to a material science company.
From Classroom Project to Shark Tank
The company was founded in 2024 by MSU students and college athletes Tanvi Gadamsetti and Madhav Aggarwal, whose own experiences with injury informed the product's focus on impact protection [Michigan Business]. Their patented technology involves a polymer extrusion that creates a microscopic interlocking surface, similar to Velcro, which prevents a standard knot from loosening during activity but allows it to be untied normally [Techstars]. The material itself is described as having Kevlar-like properties,fire-resistant, durable, and lightweight,while using treated everyday polymers [SupplierGateway]. This combination of a simple, demonstrable product with underlying material IP is what convinced investors. The Shark Tank deal, giving up 20% equity for $300,000, provided not just capital but a national platform and mentorship from Lubetzky, founder of KIND Snacks.
The Wedge and the Platform
Shoelaces are the entry point, but the company's filings and pitch materials consistently describe BRCĒ as a "performance material tech startup" [Michigan Business]. The laces are a proof-of-concept for a material platform that could be applied to other protective sports gear. The founders' vision, echoed in accelerator profiles, is to use the laces to establish brand credibility, generate initial revenue, and fund R&D for broader applications like padding, braces, or helmet liners [Techstars]. This is a capital-efficient path for a hardware company: start with a single, high-margin SKU that demonstrates the core technology's value proposition,in this case, safety and reliability,before scaling into more complex and regulated product categories.
| Founder | Role | Background |
|---|---|---|
| Tanvi Gadamsetti | Co-Founder | Michigan State University student, college athlete, co-host of 'The Millennial Athlete' podcast [LinkedIn, 2026]. |
| Madhav Aggarwal | Co-Founder | Michigan State University student and college athlete [SupplierGateway]. |
Where the Knot Could Tighten
The strategy is sensible, but the path from laces to a material platform is steep. The direct-to-consumer athletic accessory market is crowded and marketing-intensive. Success depends on translating a niche product loved by early adopters into durable sales and, more critically, into the technical and commercial credibility needed to sell to sports teams and equipment manufacturers. The founders' authentic athlete backgrounds are an asset for product development and initial marketing, but scaling a materials business requires deep expertise in supply chain, manufacturing partnerships, and B2B sales,experience the young team is building in real time. Furthermore, the leap from laces to certified protective gear involves significant regulatory hurdles and longer development cycles. The $300,000 in seed capital buys runway, but the next round will need to be justified by more than lace sales; it will require evidence of the platform's technical expansion and early enterprise interest.
The Next Twelve Months
For BRCĒ, the immediate milestones are clear. First, it must prove it can profitably sell laces at scale, converting Shark Tank visibility into a sustainable DTC business. Second, it needs to begin the technical work of adapting its polymer composite for a second, more ambitious product, likely in partnership with manufacturers. Finally, it must start the conversations with athletic programs or gear companies that could validate its platform ambitions. The company's participation in the AMMP Accelerator suggests it is building that network [K-Bear 102, 2026].
On the back of an envelope, the unit economics tell a simple story. If a pair of specialty laces sells for $15 (estimated) and costs $3 to make, each sale generates roughly $12 in gross profit. To replace the annual output of a single mid-sized synthetic fiber plant,say, 10,000 tons,you would need to sell about 200 million pairs of laces. The math makes it obvious: the laces are not the destination. For BRCĒ to become a material science company, it must eventually beat not other shoelace brands, but incumbent producers of performance fabrics like DuPont's Kevlar or Cordura, on cost, performance, or both. The knot in their laces is just the first interlock.
Sources
- [Michigan Business, March 2026] Michigan Business Success Stories: BRCĒ | https://www.michiganbusiness.org/reports-data/success-stories/brce/
- [Techstars] BRCĒ Takes Its Patented Material Innovation to the Shark Tank | https://www.techstars.com/blog/innovation-in-action/brce-takes-its-patented-material-innovation-to-the-shark-tank
- [SupplierGateway] BRCE: Reengineering Protection for the Next Generation of Athletes | https://www.suppliergateway.com/brce-reengineering-protection-for-the-next-generation-of-athletes/
- [LinkedIn, 2026] Tanvi Gadamsetti - BRCĒ | LinkedIn | https://www.linkedin.com/in/tanvi-gadamsetti/
- [K-Bear 102, April 2026] BRCĒ Co-founder, Tanvi Gadamsetti reflects on experience apart of the AMMP Accelerator | https://www.kbear102.com/2026/04/02/brce-co-founder-tanvi-gadamsetti-reflects-on-experience-apart-of-the-ammp-accelerator/
- [Michigan State University Innovation Center] BRCĒ Revolutionizing Athletic Shoelaces | https://innovationcenter.msu.edu/brce-revolutionizing-athletic-shoelaces/