BRCĒ Shark Tank Update – Shark Tank Season 17
From a failed college assignment to the Shark Tank stage, can BRCĒ’s “never-untie” shoelaces change how athletes tie their shoes?
Loose shoelaces are a common problem because they often come undone while running, walking, or playing sports. Tanvi Gadamsetti and Madhav Aggarwal, two college founders, wanted to fix this issue. They created BRCĒ, which is a new type of shoelace designed to stay tied during activity while still being easy to untie.
The founders appeared on Shark Tank Season 17, Episode 12, seeking $300,000 in exchange for 10% equity.
About BRCĒ
| Category | Details |
|---|---|
| Business Name | BRCĒ |
| Founders | Tanvi Gadamsetti & Madhav Aggarwal |
| Product | Untie-resistant shoelaces |
| Industry | Athletic Gear / Material Technology |
| Funding (Pre-Shark Tank) | Bootstrapped + pre-seed investment |
| Investment Asked | $300,000 for 10% equity |
| Initial Valuation | $3,000,000 |
| Deal Status | Deal secured with Daniel Lubetzky & Fawn Weaver |
| Deal Outcome | $300,000 for 20% equity |
| Post-Deal Valuation | $1,500,000 |
Tanvi and Madhav started BRCĒ while studying at Michigan State University. The idea began during a freshman class project in which students had 36 hours to develop a startup concept. Although the judges initially rejected their shoelace idea, the founders believed the problem was real.
As athletes themselves, they had seen injuries caused by untied shoelaces, which pushed them to keep developing the concept. Over time, the class project became a real startup. The company gained investors and partnerships. It also earned a spot on Shark Tank.
Product Overview
BRCĒ solves a simple but common problem. Shoelaces often come untied during activity. The founders created a special lace structure using advanced polymer materials.
When the lace is tied, the fibers create a locking effect. This helps keep the knot tight during movement. Even with the strong hold, users can still untie the lace easily.
BRCĒ Shark Tank Pitch
Tanvi and Madhav entered the Tank seeking $300,000 for 10% equity. They explained that shoelaces have barely changed for centuries. Laces loosen during running, walking, or sports, forcing people to stop and retie them.
BRCĒ claims to fix that problem. The founders demonstrated their shoelaces using a 25-pound kettlebell. The knot held tightly while they dragged the weight across the floor.
Their shoelaces use a special polymer material that increases friction inside the knot, helping it stay tied during movement. Once tied, the lace locks during motion but can still be untied normally.
The Sharks were curious but skeptical.
Lori Greiner asked how the lace unlocks if it grips so tightly. Tanvi explained that the locking effect happens mainly during movement.
Kevin O’Leary wanted to know about the patent. The founders confirmed they were listed as the inventors.
The conversation turned personal when Tanvi shared her family story. Her parents immigrated from India decades ago, and she lost her father during the COVID pandemic.
Madhav explained that he moved from New Delhi to the United States in 2022 to attend college. His parents sold their home to pay for his education.
Next, the Sharks focused on the business numbers.
BRCĒ shoelaces sell for about $19.99 per pair. The founders said that the production cost was under $1. With a retail price of $19.99 and production costs currently around $0.52, the company has very high profit margins that could improve further if manufacturing costs drop to $0.15 per pair.
The founders revealed about $100,000 in early sales after launching at Sneaker Con.
Robert Herjavec worried that major footwear companies currently pay only 20 to 50 cents for standard shoelaces. Because BRCĒ’s laces cost significantly more, he believed large shoe brands might hesitate to switch suppliers. Because of that concern, Robert decided he was out.
What Makes BRCĒ Unique?
BRCĒ shoelaces aim to solve a simple but frustrating problem. The founders designed the laces using special materials that help knots stay tight during activity.
Key features include:
- Polymer-based lace design that helps knots stay tight
- Reduces slips caused by untied shoelaces
- High profit margins with a $19.99 retail price
- Potential expansion into sports equipment and other industries
- Flexible design that still allows easy untying
Did BRCĒ Get a Deal on Shark Tank?
Despite early hesitation, several Sharks make offers.
Lori liked the patent but said she doesn’t have the right industry connections, so she dropped out. Robert was already out due to the concern he expressed.
Guest Shark Fawn Weaver made the first offer of $300,000 for 25% equity plus a right of first refusal on the founders’ next invention.
Kevin O’Leary jumped in with his own deal of $300,000 for 20% equity plus a royalty until he earns three times his investment. The founders declined the royalty structure.
Eventually, Daniel Lubetzky and Fawn Weaver teamed up on a joint offer. They agreed to $300,000 for 20% equity, and the founders accepted.
BRCĒ Shark Tank Update
BRCĒ gained major attention after the episode aired. The show helped more people learn about the brand. Athletes and sports fans showed strong interest in the product.
During the pitch, the founders mentioned about $100,000 in early sales. However, by the time the episode aired, total revenue had already grown to more than $1.6 million, according to the founders.
BRCĒ has also formed partnerships with sports groups. The founders said the Cleveland Browns planned to test the laces as part of the team’s equipment during the 2026–27 NFL season.
The founders may move the company headquarters to Detroit as the business grows.
Where Can You Buy It?
BRCĒ shoelaces are mainly sold online. Customers can buy them on the company’s official website. They are also available through the brand’s Instagram page and other social media platforms.
Quick Summary
- BRCĒ makes shoelaces designed to stay tied during activity. The company was founded by Tanvi Gadamsetti and Madhav Aggarwal.
- The founders entered the Tank seeking an investment of $300,000 for 10% equity.
- Finally, they secured a deal with Daniel Lubetzky and Fawn Weaver for $300,000 for 20% equity.
Check out more episodes from Shark Tank Season 17.
Curious to know about other businesses that appeared on the same episode? Check out their business updates:
- Cranel Shark Tank
- The Chair Blanket Shark Tank
- Paco and Pepper Shark Tank
