Tadej Forever!

 

DMT and Pogačar Sign a Lifetime Agreement

For the rest of his professional career, and long after, when cycling becomes purely a pleasure rather than a profession, Tadej Pogačar will continue to ride in DMT shoes.

The story between the Slovenian superstar and the Verona-based brand began in 2019, when the reigning World Champion was still a promising young talent embarking on his first season as a professional. Today, that story enters a new chapter with no finish line in sight.

As Pogačar’s rise has been nothing short of extraordinary, DMT’s growth has followed a remarkably similar trajectory. The relentless pursuit of innovation, the obsession with detail, and the constant drive to improve have defined both the rider and the company. Together, they developed DMT’s signature lace-up shoe concept, refining it year after year into what is now the Pogi’s Superlight, the flagship model that has accompanied Pogačar through many of the greatest victories of his career.

Today, July 4, 2026, in Barcelona, he begins his quest for a fifth Tour de France title, an achievement that would place him alongside Jacques Anquetil, Eddy Merckx, Bernard Hinault, and Miguel Induráin among the most successful riders in Tour history.

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“DMT was there when I started winning, and they’ll be there as I continue to chase new victories,” said Tadej Pogačar. “It’s the perfect shoe for me. We’ve worked together to refine it and take it to the highest possible level. They believed in me from the very beginning, and continuing this journey together was an easy decision.”

“I don’t see this as a simple contract renewal,” said Federico Zecchetto, founder of Diamant and the Zecchetto Group. “To me, it is the confirmation of a shared journey that goes far beyond a partnership. The dedication to daily work, the courage to challenge yourself, and the ambition to build something that leaves a lasting legacy are values that define our company and that we have always recognised in Tadej. We are connected to an extraordinary athlete, but perhaps even more so to the values of the person behind the champion.”

“It’s incredible to look back at how far we’ve come together since the day we first met Tadej,” added Philippe Zecchetto, CEO of Diamant. “Over the years he has remained exactly the same person: humble, approachable and genuine in the way he interacts with our company and our people. At the same time, his talent and achievements have inspired us to aim ever higher. I’m thrilled that Tadej will be part of the DMT family forever. I truly believe our company reflects the values that have made him such a remarkable champion.”

By Carlo Malvestio

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