The journey began at MSU’s "Two-Day Venture" competition, where the team was ranked lowest among competitors. Instead of seeing it as a setback, Aggarwal and his team used the experience as motivation. With backgrounds as former athletes, they understood the need for quality sports equipment and set out to design shoelaces that would never come undone during activity.

After extensive research into material science and biomechanics, they developed a composite material stronger than steel yet lightweight. The result: BRCĒ’s flagship product — laces that never quit.

Since its inception, BRCĒ has grown into a seven-person team, with each member bringing a unique skill set to the company. All Michigan State students and former athletes, the team has created a brand that blends innovation with the goal of solving real problems in sports equipment. Their shared experiences with sports-related injuries have fueled their mission to create better, safer and more durable athletic gear.

"I personally had a bunch of chronic ankle injuries from running track, and Madhav, I know, had to end his cricket career due to a lack of safety and equipment gear," Gadamsetti said. "So that pain point of, hey, we unfortunately had to end our athletic journey, but we didn't want the same to happen to our friends, or to happen to the next generation of us. So we wanted to create better equipment that was safer, more durable, that had a proven benefit to it."

Aggarwal echoed that sentiment, saying, "We didn’t just see a problem and think, 'Oh, someone else will fix this.' We knew firsthand how much of a difference a simple but well-designed product could make in an athlete’s performance and safety. So we got to work."

In just over a year, BRCĒ has become Michigan’s top student startup, earning recognition both nationally and internationally. The company has won prestigious competitions, including the SXSW Global Student Category, the 2025 Midwest Madness Pitch Competition, the Midwest House Student Pitch Competition, and the Global Student Entrepreneurs Awards USA National Finals. They also triumphed in the Queen’s Entrepreneurship Competition in Canada. Aggarwal will soon represent the U.S. at the Global Student Entrepreneur Awards in Honolulu, competing against top startups from Canada and Mexico.

Beyond their success in competitions, BRCĒ has expanded its brand through the "Brace Athletes" ambassador program, which features elite athletes who embody the company’s ethos of perseverance. One of the most notable ambassadors is Michigan State basketball player Jeremy Fears Jr., who shared his personal story, including his recovery from a shooting incident, in the company’s first campaign.

"Our goal isn’t just to sell a product," Aggarwal said. "It’s to connect with athletes who have real, inspiring stories. We want to support those who embody resilience and determination, just like our brand stands for."

BRCĒ is also committed to highlighting underrepresented athletes, including female and disabled athletes, ensuring that those outside of mainstream sports receive recognition for their dedication and hard work.

"A lot of athletes don’t get the recognition they deserve," Gadamsetti said. "We’re trying to change that by putting the spotlight on people who work just as hard as the biggest names in sports."

Despite their rapid success, Aggarwal and Gadamsetti remain grounded in their mission. When asked for advice for aspiring entrepreneurs, they emphasize the importance of embracing failure and taking action. "If you're not failing, you're not doing it right," Gadamsetti said. "Every 'no' we got only pushed us to work harder and prove people wrong."

Aggarwal added, "A good idea is just an idea until you act on it. True validation comes from customers, not just competitions or institutional support. Go to market, pivot when necessary, and don’t take rejection personally."

With an ambitious vision and a rapidly growing brand, BRCĒ is proving that innovation, resilience and entrepreneurial spirit can turn a simple idea into a game-changing product. As their slogan says: Embrace the lace.