BRCĒ
BRCĒ is a Michigan State University spinout that designs and sells patented, untie-resistant performance shoelaces using engineered micro-ridge polymer-composite fibers, serving individual athletes, parents of children ages 3–12, and professional sports leagues via direct-to-consumer e-commerce and league distribution partnerships.
- Company typePrivate
- Founded2024
- HeadquartersEast Lansing, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What BRCĒ does
BRCĒ is a Michigan State University spinout that manufactures performance shoelaces built on its patented Lattice Grip Technology. The product is a polymer-composite lace with engineered micro-ridge structures woven into the fibers, which create a mechanical interlock at the fiber level that resists slippage under motion, sweat, heat, rain, and force. The company sells six sport-specific SKUs — running, basketball (Hoops), tennis/pickleball (Racket), soccer/football, hockey skate, and kids (ages 3–12) — at price points between $9.99 and $19.99 per pair, alongside an Athlete Ambassador Program for high-school, collegiate, professional, and influencer endorsers.
The business is primarily direct-to-consumer through a Shopify storefront at brce.shop that ships to 30+ countries, supplemented by a wholesale inquiry channel, an affiliate program operated on Uppromote, and distribution partnerships with the NFL, PGA Tour, WTA Tour, and Michigan State Athletics. A strategic and clinical-validation partnership with University Hospitals Haslam Sports Innovation Center is focused on injury-prevention applications, with a stated intent to expand into NFL teams. BRCĒ is privately held, co-founded in 2024 by CEO Madhav Aggarwal and COO Tanvi Gadamsetti, both MSU seniors, and has 11–50 employees headquartered in Okemos, Michigan.
In early 2026, the company received U.S. Patent #12,408,733 for its Lattice Grip Technology in 62 days — described as the fastest approved utility patent in material science history — and was named a Top 5 innovation of 2025 by the USPTO and National Inventors Hall of Fame. It subsequently closed a $300,000 investment on ABC's Shark Tank from Fawn Weaver and Daniel Lubetzky at a $1.5 million post-money valuation, and won 11 awards totaling $611,500 at the 2026 Rice Business Plan Competition, including the $200,000 Goose Capital Grand Prize. The company's stated longer-term platform ambition is to extend its polymer-composite material beyond shoelaces into performance apparel, protective gear, and industrial products.
BRCĒ firmographics
Firmographics- Name
- BRCĒ
- Legal name
- BRCĒ
- Website
- https://brce.shop
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BRCĒ is a Michigan State University spinout that designs and sells patented, untie-resistant performance shoelaces using engineered micro-ridge polymer-composite fibers, serving individual athletes, parents of children ages 3–12, and professional sports leagues via direct-to-consumer e-commerce and league distribution partnerships.
- Ownership category
- akta.pro rank
BRCĒ industry classification
Industry- Product category
- Athletic Footwear Accessories
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (458210)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Soccer/Football Footwear & Apparel Retail (CRAMACAC)
Keywords
Where BRCĒ is headquartered
LocationHeadquarters
- HQ city
- East Lansing
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
BRCĒ business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Direct-to-Consumer E-commerce: BRCĒ sells performance shoelaces directly to consumers through its Shopify e-commerce storefront at brce.shop. Products include sport-specific laces for running, basketball, tennis, soccer, hockey, and kids, with prices ranging from $9.99 to $19.99 per pair.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kids Laces (Ages 3-12) |
| Unit Pricing | Pay-as-you-go | Running Laces |
| Unit Pricing | Pay-as-you-go | Hoops Laces (Basketball) |
| Unit Pricing | Pay-as-you-go | Racket Laces (Tennis) |
| Unit Pricing | Pay-as-you-go | Football Laces (Soccer) |
| Unit Pricing | Pay-as-you-go | Hockey Skate Laces |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
BRCĒ product offering
Product offeringCore offering
BRCĒ manufactures and sells performance athletic shoelaces built around its patented Lattice Grip Technology, a micro-interlocking design that eliminates the need to tie knots. The company markets sport-specific SKUs for running, basketball, tennis, football, hockey, and kids, sold primarily direct-to-consumer online.
Product overview
BRCĒ is a material-tech startup offering a portfolio of untie-resistant performance shoelaces powered by patented Lattice Grip Technology. The product line includes sport-specific variants: Running Shoelaces, Hoops (Basketball) Shoelaces, Racket (Tennis) Shoelaces, Football (Soccer) Shoelaces, Hockey Skate Laces, and Kids Laces for children ages 3-12. The core technology uses microscopic inter-locking ridges woven into polymer-composite fibers to prevent loosening during athletic activity. The company also operates an Athlete Ambassador Program for brand promotion. BRCĒ's platform technology was developed for performance footwear but has potential applications in performance apparel, protective gear, and industrial products.
Differentiator
Problem solved
Functional benefit
Products and services
- Running Laces
Quantifiable outcome
- 45% of all sports injuries are ankle sprains
- +3 more outcomes
Companies that use BRCĒ
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
BRCĒ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
BRCĒ partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NFL (National Football League)coreBRCĒ secured a partnership with the NFL to distribute its products alongside team-branded offerings and endorsements. This distribution partnership positions the company as the lacing standard for professional football, providing visibility and credibility across NFL teams.
- University Hospitals Haslam Sports Innovation CentercoreUniversity Hospitals Haslam Sports Innovation Center invested in BRCĒ to develop advanced shoelaces that reduce ankle injury risk among athletes. The collaboration aims to improve sports safety and performance, with plans to expand into NFL teams. BRCĒ was introduced to UH physicians at the 2025 UH SportsLand pitch competition.
- Michigan State AthleticsminorPartnership with Michigan State Athletics as an athletic program partner, representing the university's involvement with the BRCĒ brand.
- PGA TourminorPartnership with PGA Tour as a sports organization partner, demonstrating BRCĒ's expansion beyond team sports into individual athletic pursuits.
- WTA TourminorPartnership with WTA Tour as a sports organization partner, representing BRCĒ in professional tennis.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
BRCĒ competitors and assessment
Company assessmentEmerging players
- CEP Compression (medi): CEP (by medi) makes performance compression and sports-medical accessories for runners and athletes. It overlaps with BRCĒ's UH Haslam partnership positioning around injury reduction and biomechanical support.
- Yaktrax: Yaktrax makes traction and performance accessories for athletic and outdoor footwear. It is comparable to BRCĒ as a specialty accessories brand extending the performance envelope of footwear through add-on products.
- Nathan: Nathan is a running accessories brand offering hydration, visibility, and performance gear including lacing-related products. It overlaps with BRCĒ's runner-focused performance positioning and DTC channel mix.
- Feetures: Feetures is a specialty running accessories brand focused on performance socks and complementary gear. It is comparable to BRCĒ as a runner-athlete-focused performance accessories brand with a strong DTC and specialty retail channel.
Broad incumbents
- adidas: adidas is a global athletic footwear and apparel incumbent with the resources to develop or acquire competing grip-technology IP and integrate it into its core footwear lines, posing the same incumbent threat as Nike.
- Under Armour: Under Armour is a performance athletic brand with footwear and apparel that overlaps BRCĒ's athlete and sports-program customer segments. Its incumbency in team-sport and performance categories makes it a comparable scaling benchmark.
- Nike: Nike is the dominant global athletic footwear and apparel company with the R&D, distribution, and marketing scale to either compete with or co-opt performance lacing technology. It represents the primary incumbent risk to BRCĒ's long-term position.
Direct peers
- Xpand: Xpand makes elastic no-tie laces and related lacing systems marketed to runners, triathletes, and casual wearers. It competes head-to-head with BRCĒ for athletic consumers seeking hands-free, stay-tied footwear.
- Lace Doctor: Lace Doctor sells specialty replacement and performance laces for athletic and casual footwear. It is a direct peer in the replacement-lace retail category where BRCĒ competes on performance differentiation.
- Lock Laces: Lock Laces is the established leader in elastic, no-tie shoelaces for athletic and casual wear. It is the most direct competitor to BRCĒ in the 'laces that stay tied' consumer category, competing on the same pain point (untying during activity) at lower price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
BRCĒ social profiles
Digital presenceBRCĒ financial estimates
Financial estimateRevenue estimate
Valuation estimate
BRCĒ leadership team
Management profileNumber of profiles
Profiles2 records
BRCĒ funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BRCĒ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BRCĒ
What does BRCĒ do?
BRCĒ manufactures and sells performance athletic shoelaces built around its patented Lattice Grip Technology, a micro-interlocking design that eliminates the need to tie knots. The company markets sport-specific SKUs for running, basketball, tennis, football, hockey, and kids, sold primarily direct-to-consumer online.
Is BRCĒ a public or private company?
BRCĒ is a private company. It is classified as venture growth investor backed and is currently operating.
When was BRCĒ founded?
BRCĒ was founded in 2024. It employs 11 to 50 people.
Where is BRCĒ based?
BRCĒ is headquartered in East Lansing, United States, in the North America region.
How does BRCĒ make money?
One revenue line is on record: direct-to-Consumer E-commerce.
Who are BRCĒ's main competitors?
Emerging players on record are CEP Compression (medi), Yaktrax, Nathan and Feetures. Broad incumbents are adidas, Under Armour and Nike. Direct peers are Xpand, Lace Doctor and Lock Laces.
Does BRCĒ have an API?
No public API is recorded for BRCĒ.
What industry is BRCĒ in?
BRCĒ's product category is Athletic Footwear Accessories. Its primary akta.pro industry code is IMAOAIAA, Athletic Footwear Manufacturing (Running/Training/Court), with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 3162 and its SIC code is 3949.