College Entrepreneurs Present Revolutionary Material Innovation on ABC's Shark Tank

Transforming Shoelaces: The BRCĒ Journey

In a bold move from their college apartment to the national spotlight, two senior students from Michigan State University are set to shine on ABC's hit show, "Shark Tank" on March 4. Madhav Aggarwal and Tanvi Gadamsetti, both former competitive athletes, are excited to pitch their innovative startup, BRCĒ, which focuses on performance material technology. Their flagship product, "Shoelaces That Never Quit™", showcases a groundbreaking polymer-composite material designed to enhance athletic performance and safety.

The Origins of BRCĒ

Founded with a clear purpose, BRCĒ stands at the intersection of technology and athletics. Aggarwal and Gadamsetti's own experiences with sports injuries have driven their passion for creating a safer, more reliable athletic environment. They recognized a critical gap: conventional athletic equipment often fails due to the limitations of existing materials. Addressing these issues, BRCĒ has developed materials that not only outperform traditional options but offer notable advantages such as being stronger than steel and resistant to various weather conditions.

The Product Pitch and Its Significance

When the duo steps into the Shark Tank, they aren’t just showcasing a product; they’re presenting a solution to a pervasive problem in sports—equipment failure leading to injuries, particularly in ankle support. Research by the National Library of Medicine highlights that ankle sprains contribute to nearly half of all sports injuries, with a significant number of repeat injuries linked to inadequate shoe performance. The BRCĒ shoelaces aim to offer enhanced stability through consistent lace tension, enabling athletes to move smoothly and avoid common injuries.

"Both of our athletic careers ended because of preventable injury," Aggarwal shares. "So, we decided to apply innovative material science to mitigate that risk. Our materials aim to 'never quit,' making athletic endeavors safer and more effective."

The significance of shoelaces often goes unnoticed, but as COO Gadamsetti points out, the most elite athletes depend on their footwear to perform at their best. The technology integrated into BRCĒ shoelaces ensures that athletes remain secure throughout their performance, allowing for more fluid movement and control, translating to better outcomes in competition.

Recognizing Innovation

BRCĒ’s journey is a testament to entrepreneurial spirit and innovation. Notably, they achieved a utility patent in material science during their college tenure, setting a record for the fastest approved patent—just 62 days—an exceptional feat in the industry. This recognition was further highlighted by the USPTO National Inventors Hall of Fame, where BRCĒ secured a spot as one of the top five innovations of 2025.

Aggarwal and Gadamsetti’s commitment to enhancing athletic performance through science not only reflects their entrepreneurial passion but also their dedication to improving safety for athletes everywhere. As they prepare for their Shark Tank debut, their aspirations extend beyond financial success—they aim to inspire a new approach to performance materials in sports.

Join the Revolution

As the BRCĒ team gears up for their large-scale introduction to the public, they invite everyone interested in performance sports to tune into their episode. Catch them on ABC’s Shark Tank on March 4 at 10:00 p.m. ET/PT, with a chance to embrace their innovative approach to athletic gear that promises to support and enhance performance with the power of science.

For more information on BRCĒ’s innovative products, including options for various sports like running, football, and basketball, see their website www.brce.shop.

Together with the community’s support, BRCĒ is ready to redefine what’s possible in athleisure and performance gear—one shoelace at a time.