Adidas announces data breach due to third-party customer support service hack

On May 23, 2025, Adidas officially announced a security incident: an unknown external party gained access to customers’ personal data through a third-party support service provider. After discovering the problem, Adidas immediately took measures to contain the situation, launched a comprehensive investigation and involved leading cybersecurity experts.

According to available information, the attackers were not able to access passwords, credit card details or other payment information. The leak mainly concerned the contact details of consumers who contacted the company’s support service. Adidas is already informing potentially affected individuals and notifying the relevant data protection authorities and law enforcement agencies, in accordance with applicable law.

Although the name of the service provider is not being disclosed at this time, it is worth noting that this is not the first case of this kind: in early May, the company also acknowledged leaks in Turkey and South Korea involving similar data.

Adidas already has a history of cyber incidents, with the company reporting a breach in 2018 of millions of U.S. customers’ contact information, usernames, and encrypted passwords. The latest incident adds another item to the alarming list of cyberattacks on global brands. In an environment of growing digital threats, transparency and speed of response to such incidents are critical for both reputation and customer trust.

While the incident did not involve financial information, the contact information leak is still a serious breach of privacy. Adidas is taking a responsible approach by engaging experts and engaging with regulators, but the brand needs to review its policies with third-party vendors to avoid similar situations in the future.

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