BRCĒ
Laced Up for Winning
From day one, Fulkrum stepped in as part of Team BRCĒ, a performance brand that engineered proprietary untie-resistant laces trusted by athletes and leagues nationwide. We elevated the website visually and functionally, expanded the brand system, and refined the eCommerce experience ahead of BRCĒ’s Shark Tank debut.
Web Development
In preparation for BRCE Lace filming Shark Tank, we anticipated potentially over 250,000 users on their website within 10 minutes. In less than 14 days, we built their Shopify website from scratch and optimized the Shopify theme for reduced liquid rendering times to support as many humans as possible to move through the site.
In close collaboration with BRCĒ’s existing high-level internal team of ideators, photographers and videographers, Fulkrum worked to build a website with a clear hierarchy of information and key product benefits. We combined our skillsets to design a visually impactful brand for the national stage.
eCommerce
Fulkrum and BRCĒ worked together to design an intuitive shopping experience optimized for conversions with detailed thumbnails and product descriptions that guide customers toward action—whether making a purchase, becoming a brand ambassador, or signing up for promotions and new product updates.
Fulkrum partnered with BRCĒ’s internal team to design a Kids page and product page with clear hierarchy and key benefits. Using BRCĒ’s strong photo and video assets, we created a parent-focused experience with FAQs, testimonials, and a smooth path to purchase.
Branding
BRCĒ is a performance brand known for its patented untie-resistant laces, trusted by athletes nationwide. We were brought in to expand BRCĒ into BRCĒ Kids and make it something kids and parents can actually get excited about.
Working alongside the Brand Manager and part owner of Liquid Death, to produce the kids brand, jumping off of his inspiration. Fulkrum created a full set of custom characters and doodles from the ground up, no stock, no shortcuts. While others settle for “kids like rocket ships,” we took it a step further, because if a rocket ship shows up, it better have style…and better be wearing shoes.
Engineered by athletes and engineers, BRCĒ Lace is built on real science, collaborating with athletic programs and sports organizations nationwide and endorsed by prominent athletes. Fulkrum highlighted the science behind the patented design and its application across individual sports.
Design / Illustration
Fulkrum ideated and developed characters tied to the product’s strengths. Ty the Octopus represents agility, Tugg the Gorilla brings strength, and Lacey the Lizard speaks to the science. We introduced them through a custom comic to communicate the benefits.
Packaging
Building off BRCĒ’s parent brand, we leaped into a more colorful, energetic direction across packaging, pouches, PR boxes for social media influencers, inserts, and activity sheets. It wasn’t done just for fun, it opens the door for kids to engage and gives parents another reason to say yes.
We Embrace the Lace.
Big thanks to the BRCĒ team for trusting us with the BRCĒ Lace website ahead of their Shark Tank debut and bringing us into BRCĒ Kids to help shape what came next. We understand the weight of a moment like this, and we’re proud to have had a seat at the table.
We’re ready when you are.
Got a new project? Tell us more about you and your company, and we’ll reach out to see how we can help.