Adidas Confirms Data Breach: Customer Information Exposed in Cyberattack

Adidas Confirms Cyberattack: Customer Data Compromised Amid Rising Threats

Global sportswear leader Adidas has confirmed it was the target of a cyberattack in which customer data was accessed by threat actors, exposing sensitive contact details and account-related information.

While the company has not disclosed the number of impacted customers, Adidas urges all users to reset their passwords and closely monitor account activity for any suspicious behavior.

In an official statement, Adidas clarified that no passwords, credit card data, or other payment information were compromised. Instead, the breach appears to have involved contact details of individuals who previously interacted with the company’s customer support team.

“The affected data does not contain passwords, credit cards or any other payment-related information. It mainly consists of contact information relating to consumers who had contacted our customer service help desk in the past.”
— Adidas

The company has not yet identified the breach vector, leaving open possibilities such as phishing, exploitation of system vulnerabilities, or a third-party compromise. Regardless of the method, the attack places Adidas among a growing list of global retail giants hit by cyber incidents amid a rapid evolution in threat tactics, often supercharged by AI.

Discover your weakest link. Be proactive, not reactive. Cybercriminals need just one flaw to strike.

AI-Enhanced Threat Landscape

According to Nadir Izrael, CTO and Co-Founder at cybersecurity firm Armis, cyberattacks are becoming more frequent and more sophisticated, driven in part by the automation and deception capabilities offered by artificial intelligence.

“Attackers are evolving fast, using AI to supercharge phishing campaigns, automate exploits, and evade detection with alarming precision,” said Izrael.
“In this environment, traditional defences simply cannot keep up. Legacy point products and siloed security solutions are putting security teams on the back foot, leaving them not only open to vulnerability exploits but also forcing them into a reactive stance.”

The Adidas incident highlights the challenges faced by the retail industry, which has become a prime target for cybercriminals due to its large volumes of customer data, decentralized IT environments, and complex regulatory pressures.

Retail Sector Struggling to Keep Up

Recent data from Armis Labs paints a concerning picture of the state of cybersecurity across the retail sector:

• 49% of retail organizations admit they’ve previously been breached, yet many continue to struggle to secure their environments.
• Nearly half say they feel overwhelmed by regulatory complexity.
• Just 46% report being capable of detecting and responding to major attacks in real time.

Yet there is progress. Armis reports that:

• Nearly 80% of retail companies have placed proactive cybersecurity strategies at the top of their 2025 agendas.
• 82% say their employees know how to escalate suspicious activity, a crucial step toward reducing dwell time and limiting damage.

Still, awareness alone is not enough. Without real-time detection, comprehensive threat intelligence, and cross-platform protection, even large enterprises like Adidas remain exposed to rapidly advancing adversaries.

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Source: hackread.com

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