By Jana Hassan, student writer
BRCĒ, co-founded by Michigan State University students Tanvi Gadamsetti and Madhav Aggarwal, took first place at the 2025 Collegiate Great Brands Competition hosted at the University of Georgia on March 27. Designed to replace traditional shoelaces, BRCĒ laces offer a customizable, secure, and slip-on experience that’s revolutionizing how athletes and everyday users interact with their footwear - the innovative brand behind a patented lacing system that blends performance, accessibility, and bold self-expression.
The annual Great Brands Competition, held at UGA’s Studio 225 in Athens, draws top collegiate entrepreneurs from across the nation to pitch their consumer-focused ventures. BRCĒ impressed a panel of industry judges with its mission, market traction, and vision, earning the $15,000 grand prize and the top honor of the evening.
BRCĒ plans to use the prize money to scale production, expand retail partnerships, and continue refining the user experience. The brand stands at the intersection of function and fashion—meeting the needs of athletes, individuals with disabilities, and anyone seeking a better way to wear their shoes.
About the Burgess Institute for Entrepreneurship & Innovation: The Burgess Institute for Entrepreneurship & Innovation is the destination where students launch high-impact, entrepreneurial journeys at Michigan State University. The Burgess Institute empowers students to learn through action by providing global mentors, courses, seed funding, entrepreneurship competitions, student organizations, resources, and campus-wide co-working spaces.