Sportswear giant Adidas is notifying customers of a significant data breach after an unauthorized party hacked into the systems of one of its external customer service providers. The incident potentially exposes sensitive personal information of millions of shoppers globally.
The breach, detected earlier this month, occurred not within Adidas' own core infrastructure, but rather at a third-party company tasked with handling customer inquiries and support operations. Adidas confirmed the hack in a formal statement released on May 23rd, 2025.
"We recently became aware that an unauthorized party claims to have acquired limited data associated with certain Adidas consumers," the company stated. "This data was processed by an external service provider engaged by Adidas to support parts of its consumer services in selected markets."
According to preliminary investigations reported by multiple sources, the compromised information likely includes:
- Contact information (email addresses, physical addresses)
- Usernames
- Hashed passwords (though Adidas states the method used makes them difficult to crack)
- Contact information provided in customer service inquiries
- Possibly limited purchase history details
Crucially, Adidas emphasized that highly sensitive financial data like credit card numbers or official identification documents were not stored by this specific service provider and are therefore not believed to be compromised. The company's primary e-commerce platforms also appear unaffected.
For the latest official updates directly from Adidas, concerned customers should refer to the company's advisory: Adidas warns of data breach after customer service provider hack.
Scope and Response
While Adidas has not disclosed the exact number of affected individuals, industry analysts speculate it could impact a substantial portion of their customer base across North America, Europe, and potentially Asia-Pacific regions where the third-party provider operated. The external provider involved has not been publicly named by Adidas.
Upon discovering the incident, Adidas states it took immediate action:
- Containment: Isolating the affected systems at the service provider.
- Investigation: Launching a forensic investigation with external cybersecurity experts.
- Mitigation: Implementing enhanced security measures with the provider.
- Notification: Beginning the process of directly contacting potentially impacted consumers via email.
"We take data security incredibly seriously," an Adidas spokesperson reiterated. "We have taken immediate steps to address this incident, reinforce security protocols with our partners, and are working diligently to support our consumers."
Further details on the breach timeline and the nature of the attack can be found in this Reuters report: Adidas warns of consumer data breach.
Industry-Wide Challenge and Customer Advice
This incident highlights the persistent vulnerability of large corporations through their supply chains and third-party vendors. Security experts point out that attackers increasingly target less-secure service providers as a backdoor into major brands.
"This is a stark reminder that your security is only as strong as your weakest link," commented cybersecurity analyst David Rowe. "Enterprises must rigorously vet and continuously monitor their vendors' security postures, not just their own."
The Adidas breach follows similar incidents affecting other major retailers. Notably, UK sportswear chain JD Sports suffered a substantial breach in early 2023 impacting millions: JD Sports cyber-attack hits 10 million customers.
What Adidas Customers Should Do Now:
- Check Your Email: Look for official communication from Adidas (check spam/junk folders). Do not click links in unexpected emails claiming to be from Adidas.
- Reset Your Password: If you have an Adidas account, change your password immediately. Use a strong, unique password not used elsewhere.
- Enable MFA: If Adidas offers Multi-Factor Authentication (MFA), enable it for added security.
- Be Vigilant for Phishing: Expect an increase in phishing emails, texts, or calls pretending to be from Adidas or related services, asking for personal details or payment. Adidas will not ask for sensitive data via unsolicited messages.
- Monitor Accounts: Keep an eye on bank statements and other online accounts for any suspicious activity. Consider credit monitoring services.
Adidas has set up a dedicated webpage for consumers seeking more information and support related to this breach. Customers are urged to rely only on official Adidas channels for guidance.
The BBC provides ongoing coverage of the breach's impact and consumer reaction here: Adidas suffers data breach after customer support provider is hacked. As the investigation continues, further details regarding the extent of the data exposure and the identity of the attackers are anticipated.
Post a Comment