The Pirelli Formula One podium cap has long been a symbol of victory – worn by the race winner as they step onto the stage to celebrate in front of the world.
Traditionally black, adorned with a laurel wreath and the Pirelli logo, the cap remained unchanged for years. But in 2024, it was reimagined – customised with unique colours and designs for each race and, for the first time, made available for fans to own.
Now, for the 2025 season, acclaimed designer Denis Dekovic has brought his creative vision to the podium cap, crafting 14 bespoke designs that will once again be available for purchase.
With a career spanning nearly three decades at Nike and Adidas, Dekovic has led the design of groundbreaking products, shaping the future of sportswear. He's created footwear for sporting greats including Cristiano Ronaldo, Neymar and Zlatan Ibrahimović, launched game-changing models such as the Nike Hypervenom and Nike Magista, and collaborated with artists such as Pharrell Williams.
Born in Croatia to athlete parents, Dekovic grew up immersed in sports and art. As a teenager, a simple sketch of an Adidas shoe shown to him by a teammate sparked a lifelong passion. “I said, ‘OK, I want to be a footwear designer,'” he recalled on The Complex Sneakers Podcast. “I sketched like crazy, day and night, and sent my portfolio around.”
His persistence paid off. Straight out of high school he landed a job at Italian sportswear brand Lotto, later moving to Fila before joining Nike in 2005. Rising to senior design director for football footwear, he played a key role in shaping some of the brand's most celebrated innovations. In 2016, he took his expertise to Adidas, working at the Brooklyn Creator Farm and eventually becoming senior vice president of design and global brand creative director.
In 2022, Dekovic left Adidas to establish his own creative agency, DKVC. Now, he's bringing that same spirit of innovation to Formula One, redefining one of the sport's most iconic symbols: the Pirelli F1 podium cap.
Denis, how did you get involved with this project to design the Pirelli F1 podium cap?
Our collaboration began through a mutual appreciation for innovation and design excellence. Having previously worked with Michael Schumacher on the design of his driving boots during my tenure at Fila, I developed a deep connection to motorsport. Pirelli recognised this background and approached me to bring a fresh perspective to its design world. We immediately connected and began envisioning possibilities, which ignited our first project: the 2025 F1-season special caps.
What was your brief and where did you start in thinking about the cap design?
The brief was to reimagine the traditional F1 podium cap, infusing it with contemporary aesthetics while honouring its rich heritage. I began by analysing the cap's historical elements – the black base, laurel wreath and Pirelli logo. Reflecting on the long history of podium caps, I recalled iconic moments of my favourite drivers – such as Ayrton Senna and Michael Schumacher – donning their caps after triumphant races. Watching drivers remove their helmets and put on the podium caps felt like they were adorning their winning superhero suits. This emotional connection inspired me to modernise the design while preserving its essence.
Which traditional elements did you want to keep and what did you want to change?
Preserving the laurel wreath and Pirelli logo was essential, as they embody victory and brand identity. I also retained the numbers identifying the 1st, 2nd and 3rd placed drivers. Building on this foundation of tradition, I aimed to inject newness by elevating storytelling through colour and graphics anchored in the culture of each hosting country or city. This special cap, worn during the moment of celebration, has been designed to honour the unique places and people hosting each Grand Prix.
Did you think about making it a more usable item for the general public to wear?
Absolutely. While the cap serves as a symbol of triumph on the podium, I wanted it to be a stylish and functional accessory for fans. However, “more wearable” doesn't equate to it being for everyone. These are special caps for special consumers whose passion and obsession for racing, motorsports, F1 and drivers is exceptional. I wanted to make these caps exceptional, to make them desirable and to be worn with pride.
Did you work with other experts – such as textile specialists?
Collaboration was key to this project. I worked with my team of world-class graphic designers and collaborated closely with the Pirelli design team. We obsessed not only over the materials but also the yarns used for the embroidery and for every single stitch. For example, we explored three different shades of gold to select the one that best represented the significance of the winning moment.
How do you feel about the finished result?
I'm immensely proud of the final designs. Each cap encapsulates the essence of its respective Grand Prix, blending tradition with modernity. However, every time I finish a project, I shift my focus on to the next one. I don't like spending time celebrating; I prefer to dream about what we can do next. My goal is to continually surprise and delight motorsport fans, F1 enthusiasts, and Pirelli supporters.
You're best known for your extraordinary career as a sports-shoe designer with companies including Lotto, Fila, Nike and Adidas. Do you see any similarities between designing footwear and creating this cap?
Both require a deep understanding of functionality, aesthetics and the end-user experience. Motorsport, like any sport, is about competing, which is fuelled by an incredible desire to win. As a designer, I always ask myself how I can help or inspire the athlete – in this case, the driver – to give 100 per cent. Beyond that, we strive to inspire fans of the sport, helping them feel connected to their favourite moments and drivers, and providing them with something that carries a lasting memory, evoking emotions of that special day.
Pirelli is always focused on pushing boundaries in its projects – do you connect with this approach?
Absolutely. Throughout my career I've been driven by a desire to innovate and challenge the status quo. Pirelli has a culture of excellence, an obsession with pursuing perfection, and a desire to continuously elevate the bar for itself and others – pushing the conversation, design and innovation forward. This aligns perfectly with my design philosophy, making this collaboration both natural and inspiring.
It's interesting that you have a link with Formula One, having designed Michael Schumacher's racing boots in the late 1990s/early 2000s when you were with Fila. What are your memories of that project?
That was a pivotal moment in my career. Working with a legend like Michael required meticulous attention to performance, comfort and safety. He was the first person to challenge me, as a designer, to obsess more over the functional aspects of the product. Michael was very kind and ambitious, inspiring what I believe is still today, more than 20 years later, the best driving shoe ever made.
You've designed some incredible shoes for top sportspeople – Cristiano Ronaldo, Neymar, Zlatan Ibrahimović – and received great testimonies from them. What are you most proud of in your career?
Designing for elite athletes has been incredibly rewarding, but design itself is a team sport and I'm most proud of the impact these designs have had on the industry and wider sports community. Eleven years on, football boots still follow those revolutionary principles that we set back in 2014. I love seeing young designers being so inspired by this work that they've followed in my footsteps.
You've also worked with artists including the American musician and designer Pharrell. He's quoted in your recent autobiography saying: “I believe that [Denis's] gift is to unlock and elevate people and their talents.” How do you feel about that tribute?
Pharrell's words are deeply humbling. Collaboration has always been at the heart of my creative process, and empowering others to realise their potential is a core aspect of my work. Hearing such acknowledgement from a visionary like Pharrell reinforces my commitment to fostering creativity and innovation in all my collaborations.
Your autobiography is called Hungry for More. In terms of design, what projects would you still like to work on?
The title Hungry for More reflects my relentless drive to explore new frontiers in design. I'm driven by challenges rather than specific projects; I thrive on proving sceptics wrong and making the seemingly impossible possible. This new era of possibilities, whether through AI or elevated creativity, excites me as we have the opportunity to redefine norms and align them with a better future for all people and for our planet.
What advice would you give to a young person wanting a career in design?
Stay hungry. Wake up every day believing that you can change the world. Work hard; weekends are an opportunity to push yourself further. Collaborate with everyone you can. You don't have to be a genius to create revolutionary work; all the solutions, answers and ideas are out there – just keep searching. Embrace curiosity and never stop learning. The design field is ever-evolving, and staying adaptable is crucial. Seek out diverse experiences and don't be afraid to take risks. Most importantly, let your passion drive you, and always strive to create with purpose and integrity.
