# College-Made Athletic Accessories MSU’s BRCE Shoelace System Partners with The NFL By Debra John | Written with AI assistance | Published 2026-03-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/shoelace-system References: [crainsdetroit](https://www.crainsdetroit.com/technology/michigan-state-shoelace-startup-brce-lands-major-partnerships)  BRCE, a [Michigan State University](https://www.trendhunter.com/trends/little-caesars-and-michigan-state-university) spinout, turned a failed class project into a commercial athletic accessory, debuting a reinforced shoelace system designed to improve durability and fit. The founders launched the product after appearing on [Shark Tank](https://www.trendhunter.com/trends/bape-x-ovo-1), featuring a woven reinforcement and athlete-focused fastening that aims to reduce mid-game breakage. The startup announced partnerships with major sports organizations and secured a deal connected to [NFL](https://www.trendhunter.com/trends/levelwear) distribution, pairing the lace system with team-branded offerings and athlete endorsements. BRCE’s rollout included expanded manufacturing plans and discussions about establishing headquarters in Detroit to scale operations. For consumers, the reinforced shoelaces promise longer-lasting performance gear and simpler on-field maintenance, aligning with a trend toward small, high-impact sports accessories that extend product life. The NFL tie-in boosts visibility and signals demand for practical upgrades in athletic apparel. Image Credit: Crain's Cleveland Business ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 31% | Activity: 34% | Freshness: 66% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **Reinforced Performance Accessories:** Durable, function-first add-ons like reinforced shoelaces present new product categories that extend equipment life and reduce in-game failures. - **Team-branded Functional Apparel:** Partnerships pairing practical upgrades with team logos create demand for co-branded items that blend utility with fan identity. - **University Spinout Commercialization:** Student-led projects evolving into marketable products highlight an early-stage innovation pipeline that can accelerate niche product development. ### Industries Being Reshaped - **Sporting Goods Manufacturing:** Manufacturers have potential to retool production toward modular, high-durability components that command premium pricing from athletes and teams. - **Sports Licensing and Merchandising:** Licensing partners can leverage functional, branded accessories to diversify revenue streams beyond traditional apparel and memorabilia. - **Athletic Equipment Retail-distribution:** Retailers and distributors could capitalize on demand for small, high-impact upgrades that drive repeat purchases and in-season stocking opportunities. ## Related on Trend Hunter - [Football Team-Themed Footwear](https://www.trendhunter.com/trends/nfl-x-crocs-collection.md) - [Fashion Sports Partnerships](https://www.trendhunter.com/trends/coach-x-wnba.md) - [Private Label Sports Apparel](https://www.trendhunter.com/trends/champs-sports-gear.md) - [Branded Campus Pizza Partnerships](https://www.trendhunter.com/trends/little-caesars-and-michigan-state-university.md) - [Women’s College Basketball-Themed Capsules](https://www.trendhunter.com/trends/womens-college-basketball.md) - [Football League Clog Partnership](https://www.trendhunter.com/trends/nfl-x-crocs.md) - [College-Inspired Footwear Capsules](https://www.trendhunter.com/trends/collegiate-footwear-collection.md) - [Reimagined Football Apparel](https://www.trendhunter.com/trends/nfl-readytowear.md) - [Collaborative On-Field Baseball Caps](https://www.trendhunter.com/trends/ncaa-baseball-program.md)