Popular sports equipment manufacturer Adidas has disclosed a data breach after hackers gained access to a third-party customer service provider used by the company and stole customer data. The incident has been contained, and Adidas is working with security experts to investigate the issue.
Adidas stated that the stolen data doesn’t include passwords, credit card numbers, or other payment-related information. It primarily consists of contact information for customers who have previously reached out to the company’s customer support. The company is in the process of informing “potentially affected consumers” as well as any data protection or law enforcement agencies, as required.
No additional information about the breach was disclosed. We don’t know the manner of the attack, which of Adidas’ partners were targeted, or what specific information the hackers stole. However, since the stolen data contains customer contact information, it can be used by hackers to impersonate Adidas and potentially scam customers.
It’s also unknown whether or not Adidas’ own systems were affected by the breach. Hackers often move across networks or hack smaller partners when attempting to breach a larger organisation.
It’s a good idea to be wary of any communication from Adidas going forward, especially if you’ve contacted their customer support in the past. Check headers and email addresses from any emails that claim to be from Adidas, don’t click any URLs that aren’t the official Adidas website, and don’t hand out personal information if you get an email from Adidas asking for information under any pretext.
This isn’t the first time customers using Adidas’ customer support have been at risk, either. Earlier in May 2025, the company disclosed two additional breaches affecting customers from Turkey and South Korea who had contacted Adidas’ customer support services in 2024 or earlier.
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