Just last week Adidas publicly disclosed a major cyber incident that led to fears that consumer data may have been compromised. The company acknowledged that an unknown outside group obtained certain consumer data. This exposure happened through a third-party customer service vendor. The breach has caused a panic among customers. In a statement, Adidas said that they had no reason to believe that any similar hack had occurred elsewhere in their global operations.
The episode is the latest chapter in a bad year that has seen Adidas consistently face backlash. The firm recently suffered the two largest cyberattacks in recorded history, crippling its communications with Turkey and South Korea. These tragedies severely disrupted commercial operations in those areas. Cyber experts have warned that these attacks are connected, with the most recent cyber breach announced in mid-September 2025.
In response to the most recent breach, Adidas released a statement detailing its prioritization of customer privacy and security. The company reiterated its commitment to resolving the matter in an expeditious and transparent manner.
“We remain fully committed to protecting the privacy and security of our consumers, and sincerely regret any inconvenience or concern caused by this incident,” – Adidas (on its website).
Adidas is focused on dealing with this breach in a transparent manner. They have taken some efforts to mitigate it and they are working with the preeminent digital forensics specialists to carry out a comprehensive investigation. The firm is currently in the process of notifying customers who may be affected. They are notifying appropriate data protection and law enforcement authorities, as required by applicable law.
Consumer advocacy groups have raised alarm over the potential harm to customers from such breaches.
“Adidas customers will understandably be worried that their personal data has fallen into the hands of hackers who might try to exploit it, so it is vital that Adidas provides clear and timely updates to affected shoppers and supports them in taking steps to protect themselves,” – Lisa Barber from the consumer group Which?
Adidas’s logo 3 parallel left facing rectangles stacked. They grow progressively larger from left to right, representing the company’s international character. There is no doubt that the recent cyber incidents might threaten that image if not quickly and forcefully corrected.
This investigation is still underway. Customers are advised to remain vigilant with regard to their personal information and adhere to any instructions provided by Adidas. The company’s proactive approach in keeping stakeholders informed will help the company begin to rebuild consumer confidence during this very dark time.