Product Update
Is BRCĒ Still in Business? (2026 Update)
Is BRCĒ from Shark Tank still around in 2026? The deal it made, the sharks who invested, and where to buy BRCĒ today.
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Two Michigan State University students walked onto the Shark Tank stage in March 2026 with a shoelace, of all things, and walked off with a check for 300,000 dollars. BRCE is very much still in business, and if anything, the show caught the company on its way up rather than at some finish line.
The Short Answer
Yes, BRCE is active and selling. The laces are available directly through the company's own site, brce.shop, organized by sport, with dedicated versions for running, basketball, racket sports, football and soccer, and hockey.
There is no Amazon storefront as of this writing, so the direct site is the only place to buy. For a company that only recently graduated from a college dorm room idea to national television, having a functioning, organized storefront with sport-specific product lines already in place says the founders were not treating the Shark Tank appearance as their launch moment. They were already selling before the cameras showed up.
The Shark Tank Pitch
BRCE appeared in Season 17, Episode 12, pitched by MSU students Madhav Aggarwal and Tanvi Gadamsetti. Their product is a performance shoelace engineered to stay tied through hard lateral movement, cutting, and stopping, the kind of activity that works a normal lace loose within a few minutes of a pickup game.
The founders asked for 300,000 dollars for 10 percent of the company, and by the time the episode actually aired, they had already grown total revenue past 1.6 million dollars, a number that made the ask look conservative rather than ambitious.
The Deal That Got Done
The founders left with a deal from guest shark Fawn Weaver and Daniel Lubetzky, the KIND Snacks founder who has increasingly stepped into an investor role on the show. The pair put up the full 300,000 dollars requested, but took 20 percent equity instead of the 10 percent originally on the table, doubling their stake in exchange for the capital.
That is a steep move on paper, but for two college founders with a fast-growing product and thin operating history, trading equity for a partner with Lubetzky's consumer products track record and Weaver's brand-building background is a reasonable price for credibility as much as cash.
BRCE net worth in 2026
There is no independently audited net worth figure for BRCE circulating yet, and it would be premature to invent one for a company that is roughly a year removed from its first outside investment. What is verifiable is the deal math from the show itself: a 300,000 dollar investment for 20 percent implies the sharks valued the company at 1.5 million dollars at the time of the deal, well under the 3 million dollar valuation the founders' original ask implied.
The more meaningful number for a company this young is revenue, not net worth, and there the trajectory is real. Revenue had already crossed 1.6 million dollars by air date, up from a standing start as a student side project. Anyone quoting a specific net worth figure for BRCE right now is guessing. The honest answer is that the company is small, fast-growing, and too new for a credible valuation beyond the deal terms themselves.
What Happens Next
The most notable post-air development is not a retail deal but a locker room one. According to coverage of the pitch, the Cleveland Browns planned to test BRCE laces as part of their equipment for the 2026 to 2027 NFL season, which would be a meaningful validation for a laces company still selling almost entirely direct to consumer.
The founders have also talked about a children's version of the product, which would open up a much larger buyer pool than athletes chasing a competitive edge. For now, BRCE remains a direct-to-consumer, sport-by-sport operation run out of a college campus turned real company, with a Daniel Lubetzky and Fawn Weaver partnership behind it and an NFL team reportedly testing the product on the sideline.
Where Things Stand Now
BRCE pitched in Season 17 as a student venture and left with 300,000 dollars from Daniel Lubetzky and Fawn Weaver at 20 percent equity, on revenue that had already climbed past 1.6 million dollars by air date.
The company is still selling today, direct through its own website, with no Amazon presence yet and a reported NFL equipment test in the pipeline for the 2026 to 2027 season. If you came here wondering whether the shoelace company from Season 17 survived past its television moment, the answer is that it is still early days, and every signal points toward growth rather than a wind-down.
Where to buy BRCĒ
Still selling as of January 25, 2026. Check today's price and availability.
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See the full BRCĒ deal breakdown and term sheet →
