Since I work in a shoe store, I kickstarted these experimental laces from a company called "Xpand" a while back and finally got my laces in today. I guess the company never bothered to call themselves anything other than "Xpand" though. Not "Xpand Laces" or "Xpand Athletics" or anything like that.
So long story short a small black plastic package arrived in the mail with "Xpand" written on it and I'm pretty sure all of my housemates think I just ordered dick supplements.