Success Story
BRCE
A startup co-founded by a pair of Michigan State University students got off on the right foot with support from the MEDC’s E&I programs – and snagged an investment from two investors on Shark Tank
Athletic footwear has evolved over the decades, but when it comes to laces, not much has changed – until now. A growing Michigan-based startup is disrupting the industry and capturing the attention of investors.
BRCĒ, pronounced “brace,” is a performance material tech startup founded in 2024 in Detroit by Michigan State University (MSU) students Tanvi Gadamsetti and Madhav Aggarwal. The co-founders met at MSU, where they are studying material science. When the former competitive athletes sought to improve the performance of shoelaces and reduce the risk of injuries, they developed a high-performance polymer-composite material for their product.
The lightweight and flexible material, which features the strength of Kevlar and a Velcro-like grip thanks to its unique fabrication, received a utility patent in just over two months – the fastest approved patent in the material science category. With untie-resistant shoelace styles uniquely designed for various sports and compatible with the top athletic footwear brands, BRCĒ is committed to its mission of improving performance, safety and recovery across industries.
"Both of our athletic careers ended because of preventable injury," said Aggarwal. "We have made it our life's mission to apply innovative material science to dramatically reduce the risk of injury stemming from equipment failure. Our BRCĒ materials are patent proven to 'Never Quit,' and shoelaces are just the start.”
Throughout its journey from idea to game changer, BRCĒ has been a beneficiary of various Entrepreneurship & Innovation (E&I) programs from the Michigan Economic Development Corporation (MEDC) and its partners, including ID Ventures based in Detroit and the MSU Research Foundation.
The startup’s ascent reached a new peak when Gadamsetti and Aggarwal pitched their company on its biggest stage yet: in front of the sharks of Shark Tank. In the episode, which aired on March 4, 2026, Gadamsetti and Aggarwal secured a $300,000 investment for 20% of the company from Kind CEO Daniel Lubetzky and founder of Uncle Nearest Premium Whiskey Fawn Weaver.
With new partnerships – including one with the Cleveland Browns – and increased visibility following the episode, the road ahead for BRCĒ is paved for success.
BRCĒ’s First Steps
In early 2024, Gadamsetti and Aggarwal received guidance from MSU’s Burgess Institute for Entrepreneurship & Innovation and secured funding from its Launch Program. With $200 in seed money, they partnered with an overseas manufacturer and launched BRCĒ at Sneaker Con Detroit during the NFL Draft in April 2024. The small investment from the Burgess Institute paid off, with BRCĒ earning $6,000 in sales and selling out of its product at the event.
Following Sneaker Con, BRCĒ continued its growth journey thanks to support from the MEDC and MSU Research Foundation. In July 2024, BRCĒ was selected by the MSU Research Foundation for its 2024 Conquer Accelerator program, receiving accelerator programming and milestone-based support. The MEDC-sponsored program awarded BRCĒ with $20,000.
In addition, BRCĒ has received investment from Invest Detroit and participated in programming from the Lansing Economic Area Partnership (LEAP), which serves as a SmartZone and Small Business Support Hub with support from the MEDC. Through LEAP’s Business Accelerator Fund (BAF) program, administered by the Michigan Small Business Development Center in partnership with the MEDC, BRCĒ received a total of $44,000 in funding over two rounds. Additionally, the company received $3,900 from the TREK Acceleration Fund through LEAP’s Small Business Support Hub.
Aggarwal says the early support was integral to the company’s growth.
“It isn’t every day that a college startup out of a dorm room gets onto national television and gets a double Shark deal; we would not have been here had we not used LEAP’s resources and the BAF program in particular. That is what we initially used to get our first utility patent, and we currently use them for our marketing services. It is not an exaggeration that we wouldn’t be here without LEAP and the BAF program here in Michigan.”
BRCĒ was also a participant in the Advanced Materials and Manufacturing Program Accelerator through the MEDC-supported MTEC SmartZone in the Upper Peninsula, worked alongside Michigan Technological University for testing and has been involved with the MEDC-supported Michigan Founders Fund.
“For startups, the first step to create something is always the hardest,” said Gadamsetti. “Having these smaller support programs during those initial steps, whether it’s providing resources or capital, is instrumental to every startup as they’re starting out in their journey. A lot of us wouldn’t be here without that support.”
The Road Ahead
Following the excitement of making their appearance and earning a deal on Shark Tank, Gadamsetti and Aggarwal have another personal achievement on the horizon: graduating from MSU in Spring 2026.
The co-founders are also looking to establish BRCĒ’s headquarters, with hopes to keep Michigan as the home for the company’s future.
From an East Lansing dorm room to the Shark Tank spotlight, BRCĒ is a shining example of the innovation, talent and resources available in Michigan.