Client Spotlight – BRCĒ
HOUGHTON, MI – July 2, 2025 – MTEC SmartZone’s Innovation Journey showcases the exciting companies we work with. Our 2025 AMMP Accelerator program is now running, and we’re excited to introduce you to this year’s participants. To begin, let’s start with a material-tech company that’s completely reimagining athletic gear and safety equipment using their patented composites: BRCĒ.
Athletes spend years perfecting their performance, but sometimes it’s the smallest details that can make all the difference. That’s where BRCĒ (pronounced “brace”) comes in. This Michigan startup is proving that even something as simple as shoelaces can be a game-changer.
Born from a Shared Journey
BRCĒ was co-founded by Madhav Agarwal (“Maddy”), a former cricket player from India is now a senior at Michigan State University. He’s studying Applied Engineering Sciences, which combines mechanical engineering with supply chain management. When injuries cut his athletic career short, Madhav discovered a troubling pattern: too many student-athletes have to quit sports not because they lack talent or determination, but because their equipment simply isn’t good enough and can lead to unnecessary injuries.
At MSU, Madhav met co-founder Tanvi, a Texas-born, first-generation American and former track runner who battled repeated ankle injuries. Both shared a passion for innovation, and together, they took Madhav’s idea and built BRCĒ to solve real problems athletes face with the gear they rely on every day.
Material Breakthrough
BRCĒ didn’t start their journey by designing shoelaces. Their breakthrough came in the lab, with a patented composite material that combines the strength and fire resistance of Kevlar but is lighter and more flexible. Even more revolutionary: the fibers function like micro-Velcro, offering a unique grip ideal for footwear applications.
That’s when things clicked.
Rather than just selling their material, BRCĒ decided to build it into something everyone already uses, shoelaces. Just 45 days after this decision, they launched their product at Sneaker Con Detroit during the NFL Draft weekend and sold out completely on the spot!
Even more impressive? BRCĒ’s utility patent was approved in just over two months. That’s remarkable when you consider that the patent process typically takes years. This rapid approval gave them the green light to accelerate their development even further.
Why Shoelaces?
Tennis players, especially those at the elite level, face a unique challenge. The sport’s lateral movements and rapid stops on rubber courts create extreme friction between plastic eyelets and standard laces, causing them to break frequently. Some pros swapped their laces every two matches.
BRCĒ’s new laces, developed using proprietary material blends, lasted through an entire WTA tournament without fraying. That performance caught attention and showed the brand’s value wasn’t in being flashy butin being essential.
AMMP Accelerator and BRCĒ
Commenting on the AMMP Accelerator, “This was the first time we felt like we were part of a program built for companies like ours,” Madhav shared. “It helped us stop seeing ourselves as just a sports accessory startup and embrace our identity as a material tech company.”
During the AMMP program, BRCĒ has validated their technology and strategy, received critical connections (including pro sport teams in the Midwest who are now testing their laces), and gained momentum for commercial partnerships. The AMMP program and team guidance are helping BRCĒ evolve and grow into applications beyond just shoelaces.
A Vision as Bold as Their Materials
So, what is next? “Our end goal is to build a portfolio of high-performance materials with applications across industries, from tactical and defense to automotive,” Madhav explained. “We want to be for advanced materials what Nike is to performance sportswear.”
It’s an ambitious path — one that could lead to an IPO or partnerships with the world’s top brands. BRCĒ already has a co-branded collaboration with ENDA Athletic, Africa’s largest running brand. “We know it’s far-fetched,” Madhav admits. “But we’re already walking that path. One step at a time.”
What began with one student trying to prevent sports injuries has grown into a patented innovation platform with applications spanning sports, retail, defense, and more. BRCĒ isn’t just making stronger shoelaces; they’re showing how solving overlooked problems can create breakthrough solutions that change the game for athletes everywhere.
For more information,n check out their website: https://www.brce.shop/
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About MTEC
Michigan Tech Enterprise Corporation (MTEC) is one of 21 SmartZones in the State of Michigan. MTEC is a 501(c)(3) non-profit organization working with the Michigan Economic Development Corporation (MEDC). Its mission is to facilitate the creation and ongoing success of high-tech value propositions in conjunction with the local entrepreneurial ecosystem. Since 2003, the MTEC SmartZone has provided mentoring, technical support, and other services to local companies that have led to the creation of over 800 high-tech jobs in the Houghton and Hancock, Michigan area.
About AMMP Accelerator
The Advanced Materials and Manufacturing Program (AMMP) Accelerator is designed to support around five cohort companies every three years, fostering a sustainable model for startup acceleration. Through targeted training and mentorship, the initiative aims to catalyze economic growth, with a projected creation of 40 full-time equivalent (FTE) jobs in the Upper Midwest region. Additionally, the program will provide guidance and mentorship to approximately 120 companies in the community, driving forward the region’s entrepreneurial ecosystem. Program funding comes from the U.S. Department of Commerce’s Economic Development Administration (EDA) Build to Scale Program, Michigan Economic Development Corporation (MEDC), and MTEC SmartZone.