"Tadej asked if we had a shoe with laces": the story of Pogacar and the 'Pogi success formula' of shoe brand DMT

Call it a stroke of luck or perfect timing, but the collaboration between DMT and Pogacar couldn’t have been better scripted. When the Slovenian turned pro in the WorldTour in 2019, he immediately made waves with three stage wins and a third-place finish in the Vuelta a España, back then still riding in white shoes with black laces from an unknown brand. In 2020, Pogacar, via his management team, was introduced to DMT, a brand still relatively unknown to the broader public. However, DMT had already been around since 1978, working with cycling stars from Italy and beyond over the years.

They crafted shoes for world champions like Elia Viviani (track) and Philippe Gilbert (road), but that was back in a time when you couldn’t flaunt your shoes the way Pogacar now does. When company founder and owner Federico Zecchetto got in touch with Pogacar through his manager Alex Carera in 2020, the deal came together quickly, explains former pro Mattia Viel, now Global Sponsorship Manager. While big-name brands like Shimano, Specialized, Sidi, Northwave, and Fizik dominated the market, it was the lesser-known DMT that signed him.

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The advantage of being one of the first major riders to partner with an ambitious shoe brand? You get a say in the design. Together with Product Manager and former pro Nicola Minali and the DMT development team, Tadej Pogacar helped build the DMT Pogi shoes from the ground up. They didn’t go with traditional leather, instead, they opted for a knitted shoe. And, just as crucial: “When we first started working together, Tadej asked if we had a shoe with laces in our lineup. At the time, we didn’t, but we had an idea and were motivated to develop it,” said Viel.

And that’s how Pogacar ended up with his own signature shoe at DMT. “Nicola first discussed the idea with owner Federico, and once we got the green light, we got to work,” Viel explained. “Thanks to our expertise in knit technology, our deep technical knowledge, and the input of three key colleagues, we brought the first lace-up prototype to life.”

Of course, a special shoe like that was also brought to market. Viel points out that if you buy the DMT Pogi in stores, you’re essentially wearing the same model Pogacar uses in the pro peloton, bringing true pro-level performance directly to consumers.

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As with many top riders, including mountain bikers and triathletes, every detail of Pogacar’s shoes was discussed with him directly. But what exactly makes the DMT Pogi’s stand out from every other shoe in the peloton? According to Viel, it’s “a unique blend of advanced materials and engineering.” The knitted construction results in a remarkably lightweight shoe. The laces are guided through small pulleys and can be tucked away under a flap at the top. “This system wraps the laces around the foot with a precise 360-degree closure.”

While the well-known BOA system also allows for full foot adjustment, the Pogi’s function more like a second skin around your foot, "without compromising stiffness or support," Viel stresses. Despite their solid-feeling sole, the shoes remain featherlight thanks to the fabric construction and, according to DMT, highly aerodynamic. The outsole completes the design. “Thinner around the foot, so the foot sits closer to the pedal axle, maximizing power transfer,” says Viel. For the Tour, Pogacar’s version was upgraded with even lighter carbon in the sole, resulting in an ultra-light custom edition made just for him.

In recent years, the DMT Pogi shoes have continued to evolve. While the company still produces models with BOA closures and traditional leather, its standout features, knit technology and lace-up design, are showcased through stars like Tadej Pogacar and Spanish UAE climber Juan Ayuso. With the biggest name in cycling leading the charge, performance remains the driving force behind the Italian brand, which is constantly pursuing lower weight and greater aerodynamics. It’s a goal shared by every team, but when you have the winner on your side, you're always right. Unsurprisingly, more athletes have followed in recent years.

At UAE Team Emirates-XRG alone, in addition to Pogacar and Ayuso, climbers Marc Soler and Jan Christen also partner with DMT. Elia Viviani has worked with the brand throughout his entire career, and sprinter Dylan Groenewegen (Jayco–AlUla), Joshua Tarling (INEOS), time trialists, and the full Unibet Tietema Rockets squad of Bas Tietema also use their shoes. “And we’re confident more great riders will join the DMT family, because innovation, together with athletes, is our top priority.”

Bram van der Ploeg (Twitter: @BvdPloegg | email: [email protected])