German sportswear giant Adidas has confirmed that an unauthorized third party accessed customer data through a third-party customer service provider, marking the third publicly known incident involving the sportswear giant’s customer service systems in recent weeks.
According to an official statement published on its website, the breach primarily affected individuals who previously contacted Adidas’ customer service help desk. The compromised data consists mainly of contact information — though Adidas emphasized that no passwords, credit card numbers, or payment-related data were involved.
Upon discovering the breach, Adidas says it immediately launched an internal investigation in coordination with external cybersecurity experts. The company has notified relevant data protection and law enforcement authorities and is in the process of informing affected consumers in accordance with applicable data privacy laws.
This latest disclosure follows two earlier regional incidents involving Adidas’ operations in Turkey and Korea. On May 16, Adidas Korea alerted customers that unauthorized access had exposed personal details including full names, phone numbers, email addresses, gender, and dates of birth. A few days later, Adidas Turkey sent similar notifications to affected individuals, confirming that customer data was compromised after interacting with customer service.
In both previous cases, Adidas said financial data remained secure and advised users to remain vigilant for potential phishing attacks or scams. To date, the company has not disclosed how many users were impacted in any of the incidents, and it has not confirmed whether the three breaches are connected.
Headquartered in Germany, Adidas is one of the largest sportswear brands in the world, with over 303 million members in its adiClub loyalty program across 50 countries. Given its massive global footprint, even a limited breach of customer contact data raises significant concerns around customer trust and data protection practices.
Adidas reiterated its commitment to consumer privacy in the aftermath of the incident, stating: “We remain fully committed to protecting the privacy and security of our consumers, and sincerely regret any inconvenience or concern caused by this incident.”
Impacted customers are encouraged to remain alert to unsolicited communications, avoid clicking on suspicious links, and monitor their accounts for any unusual activity. While no evidence of fraud has been reported, Adidas has not yet offered credit monitoring or identity protection services.
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