Shivangi Sinha
Athletes rely on highly specialized equipment to perform at their best, and even the smallest adjustment can significantly impact performance. A minor flaw in gear, whether it affects balance, grip, or support, can lead to mistakes that don’t just influence the outcome of a game but may also result in lasting physical strain or injury. Recognizing this critical need for precision, BRCĒ introduced a solution on ABC’s ‘Shark Tank’ Season 17, Episode 12. The brand showcased its patented performance shoelaces, designed in multiple styles to suit different functional requirements. It offers athletes both stability and customization in one simple upgrade.
BRCĒ: Who Are They and What Do They Do?
Madhav Aggarwal is the Co-Founder and Chief Executive Officer of BRCĒ. Alongside his work at the company, he has pursued academic training at Michigan State University, where he moved into material science–focused coursework to support product development. Before leading BRCĒ full-time, Aggarwal worked on early-stage research initiatives connected to performance materials and was involved in student-led engineering and product development groups that focused on applied design solutions. Within BRCĒ, he now handles executive leadership, patent coordination, and strategic growth. His role includes overseeing material testing processes and working on the development roadmap that translates technical innovation into deployable athletic-use products.
Tanvi Gadamsetti, Co-Founder and Chief Operating Officer of BRCĒ, also studies at Michigan State University and has combined her academic background with hands-on operational roles. Prior to scaling BRCĒ, she was involved in project coordination roles within student innovation programs and startup incubation environments. She has also been the Founder of BioMex since June 2025. At BRCĒ, she manages operations, including supplier coordination, prototype execution, and production planning. Her responsibilities extend to overseeing usability testing and aligning product development with athlete-specific needs. She has also worked on structuring rollout strategies and managing early distribution pathways, ensuring the company’s first product could move from concept into practical, real-world application.
Born out of personal hardship, BRCĒ was founded by the two of them who had both experienced career-ending athletic injuries caused by something as simple, yet critical, as untied shoelaces. Determined to prevent others from facing similar setbacks, the duo launched the company in 2024 while still undergraduates. Transitioning from computer science to material science coursework, they developed a patented high-performance polymer-composite material from their college apartment. Using a proprietary polymer-based construction, the laces are engineered to maintain tension without constant retying. Developed as a functional solution rather than a stylistic upgrade, the product offers athletes improved fit consistency across varying sporting conditions.
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BRCĒ: Where Are They Now?
In 2025, BRCĒ received Top 5 Innovation recognition from both the US Patent and Trademark Office and the National Inventors Hall of Fame. Its flagship offering, the Running Laces, is priced at $19.99 and comes in a standard 36-inch length with eight colour options. To accommodate different footwear needs, the same lace design is also available in 54-inch and 72-inch variants. The company has outlined plans to expand its product line further, with Hoops Laces for basketball, along with racket sports, football, hockey, and kids-specific versions scheduled for release in 2026.
All upcoming variants are expected to follow the same pricing structure and will be sold directly through the brand’s website. Beyond product development, BRCĒ has also established an athlete ambassador program that collaborates with sports professionals and emerging athletes who actively use and promote the laces in training and competition settings. This initiative helps the company gather real-world performance feedback while building visibility within different sporting communities.
The brand frequently rolls out seasonal promotions as well. For instance, customers were offered a 25% discount during the holiday period, and as of February 2026, purchases have included free shipping incentives. Through these combined efforts of product expansion, athlete partnerships, and customer-focused offers, BRCĒ continues to position itself as a practical performance solution provider rather than just another accessories brand.
