There are partnerships that arise for commercial reasons and others that, over the years, become an integral part of a sport's history. This is the case of the one between Dmt and Tadej PogacarThe Italian technical footwear brand and the Slovenian champion have announced a deal that is sure to make headlines: a lifetime contract that will bind the world champion to the Verona-based company for his entire competitive career and beyond. This move goes far beyond a typical sponsorship renewal. It's the recognition of a relationship built over time. founded on mutual trust, innovation and the continuous pursuit of maximum performance.
The collaboration between DMT and Pogacar began in 2019, when the Slovenian rider was embarking on his first professional season. At the time he was considered one of the most promising young players on the international scene., but no one could have imagined that he would become one of the most dominant athletes in the recent history of cycling.
DMT, however, decided at the time to immediately focus on that emerging talent. A gamble that over the years has proven to be a winner from every point of viewWhile Pogacar was racking up successes in the most important races on the world calendar, the Italian brand was also growing, consolidating its presence at the highest levels of professional cycling.
The evolution
The shared path also played an important role in product development. The direct experience of the Slovenian champion has in fact contributed to the evolution of the shoes dmt, allowing the company to refine increasingly advanced technical solutions.
One of the most significant examples is the introduction of lace-up shoes, a choice that went against the grain compared to traditional micrometric dials. A project developed together with Pogacar and perfected season after season until arriving at the current Pogi's Superlight, the top-of-the-line model designed specifically for the world champion. Lightweight, precise fit, comfort, and power transmission have become the hallmarks of a shoe that has accompanied the Slovenian to some of the most prestigious victories of his career.
A new chapter
The announcement of the agreement comes at a particularly significant time. Right now Pogacar is busy chasing his fifth success at the Tour de FranceA milestone that would allow him to reach true cycling legends such as Jacques Anquetil, Eddy Merckx, Bernard Hinault and Miguel Indurain, all winners of five editions of the Grande Boucle.
"With DMT," the Slovenian said, "I started winning and will continue to do so. It's the perfect shoe for me. We worked together to improve it and bring it to the highest possible level.They believed in me from the beginning and continuing this journey with them was a natural choice."
Words that confirm that the relationship between athlete and company is not limited to simple technical supply, but represents a true collaboration in product development.
DMT leaders also emphasized the human value of the agreement reached.
"This isn't just a contract renewal," said Federico Zecchetto, founder of the Zecchetto Group. "This agreement represents much more than a sponsorship. It is the confirmation of a shared path that goes far beyond a partnershipDaily work, the courage to take risks, and the desire to build something that will leave a lasting mark are values that belong both to our company and to Tadej. We are tied to the champion, but even more to the person».
Philippe Zecchetto, CEO of DMT, also shares this view, recalling how the relationship with Pogacar has grown alongside the results achieved on roads around the world.
"It's incredible to see how far we've come together," Philippe Zecchetto replied. Tadej has always maintained the same humility and availability of his early days, despite having become one of the greatest riders of his generation.His class has pushed us to continually raise the bar of innovation. Knowing that he will remain a part of the DMT family forever makes us extremely proud."
A lifetime contract is a rare choice in the professional cycling scene. It demonstrates how a relationship built on trust, on sharing objectives and the continuous pursuit of excellence can transform into something much more lasting than a simple sponsorship.
For DMT, this means definitively linking its name to one of the most successful riders of the modern era. For Tadej Pogacar, it confirms he's found a technical partner capable of supporting him through every stage of his career.
