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Adidas confirmed in May 2025 that an unauthorized party accessed information held by a third-party customer-service provider. The affected records concerned people who had contacted Adidas support. Adidas says the data did not include passwords, credit-card numbers or other payment information. The company has not publicly disclosed the vendor, attack method or number of affected people.
A separate February 2026 incident involved an independent licensing partner and martial-arts distributor. Adidas said there was no indication that its core infrastructure, online stores or consumer data were affected. A threat actor’s claim that 815,000 rows were stolen has not been independently verified.
Quick facts
| Question | What is publicly established |
|---|---|
| Confirmed incident | Unauthorized access at a third-party customer-service provider, disclosed in May 2025 |
| Potentially affected people | Consumers who had contacted Adidas customer support; not necessarily every account holder |
| Passwords | Adidas says they were not included |
| Payment information | Adidas says credit-card and other payment information were not included |
| Number affected | Not publicly disclosed in the reporting reviewed |
| Vendor name and attack method | Not publicly disclosed |
| Separate 2026 event | Potential incident involving an independent licensing partner; impact on Adidas consumer systems was not indicated |
The May 2025 event is a confirmed breach of data held by a service provider. It should not be merged with the less-established February 2026 partner incident.
What happened in the May 2025 breach?
According to Adidas’s statement reported by SecurityWeek, an unauthorized party accessed a third-party provider that handled customer-service activity. The records related primarily to people who had previously contacted Adidas’s help desk.
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Adidas said it contained the incident, began a forensic investigation with outside information-security specialists, and started notifying potentially affected consumers and relevant authorities. The public disclosure does not identify the provider or explain whether the access resulted from stolen credentials, a software vulnerability or another attack technique.
What information may have been exposed?
Adidas’s US security notice says the affected data did not contain passwords, credit-card information or other payment information. That limits the likelihood of direct card fraud arising from this incident, but it does not remove the risk of convincing phishing or impersonation attempts.
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The strongest confirmed description is customer-service data and associated contact information. A report citing the customer notification described possible fields such as a name, email address, telephone number, gender or birth date. Those categories should be treated as a reported description, not a complete field-by-field inventory published by Adidas. See the company’s notice at adidas.com.
Was Adidas’s own network hacked?
There is no public statement establishing that Adidas.com, its e-commerce platform or its core corporate network was compromised in the 2025 event. The confirmed access was at a third-party customer-service provider. A vendor breach can still expose genuine customer information, even when the brand’s principal systems remain secure.
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Adidas’s 2025 annual-report description of supplier due diligence, need-to-know access, incident reporting and remediation explains its broader control framework, but does not prove that every listed control was used successfully in this particular incident. The company-wide description is available in its 2025 annual report.
How many people were affected?
No reliable public figure was identified for the May 2025 incident. Adidas did not disclose a victim count in the public reporting reviewed. It would be misleading to estimate one from Adidas’s overall customer base or to use the 815,000-row figure associated with the separate 2026 claim.
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A separate February 2026 partner incident
In February 2026, an alleged threat actor claimed Adidas had been compromised. Adidas said it was investigating a potential data-protection incident involving an independent licensing partner and distributor of martial-arts products. The company characterized that partner as operating its own IT systems and said there was no indication that Adidas infrastructure, e-commerce platforms or consumer data were affected, according to The Register.
The alleged 815,000 records came from the threat actor’s claim. The figure and contents were not independently confirmed in the available reporting, so it is not an established count of Adidas customers and is not an update to the May 2025 customer-service breach.
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- Re Inking Unlimitedly: the information blocker stamp can cover information of the length about 100 meters. And each security stamper roller has an oil hole, so you don't have to worry about you having to throw away the roller stamps when the ink runs out. They can be refilled with oil for repeated use, saving time and energy
- Cover Fast: our identity protection rollers come in 2 different sizes, and you can choose different sizes according to different areas of information to cover large amounts of private information in a fast and clean way, avoiding identity theft and rejecting privacy disclosure harassment
- Easy to Use: just remove the lid on the ID stamp blocker roller and open it, and then gently slide it on the place where the information needs to be covered. It is suitable for most ordinary paper with black words, and can protect your personal privacy in time
- Save Time and Energy: compared with the shredder, the personal confidential stamp has a small size, easy to carry, can be applied anytime and anywhere. Compared to the marker, it covers a larger area and can be quickly covered with a single swipe. There is no need to worry about whether you can not protect your privacy in time
What customers should do
Verify any Adidas notification
- Check that links use an official Adidas domain, or reach Adidas through contact details you find independently at adidas.com.
- Do not provide a password, payment card, verification code or identity document in response to an unexpected email or text.
- Adidas says potentially affected customers may be contacted by email or SMS. The channel alone does not prove that a message is genuine.
Reduce phishing and account risk
- Expect messages about Adidas orders, refunds, account suspension or customer support that use familiar details to create urgency.
- Navigate to Adidas by typing the address or using a saved bookmark rather than clicking an unexpected link.
- Review email, shopping and phone accounts for unusual sign-ins, forwarding rules or password-reset requests.
- Change an Adidas password if you reused it elsewhere, and use a unique password and multifactor authentication where available. A reset is not necessarily required solely because of this incident if Adidas’s statement that passwords were excluded applies to your notice.
Credit protection: when it is proportionate
A credit freeze is generally more protection than the publicly confirmed facts require when exposure is limited to contact or profile information and excludes payment data. It becomes more reasonable if your individual notice lists sensitive identity information, you see signs of identity theft, or another breach has exposed financial details.
- Credit freeze: Blocks most new-credit applications until you lift it; strongest preventive option but less convenient.
- Fraud alert: Asks creditors to take extra steps; easier to place but less comprehensive than a freeze.
- Routine monitoring: A sensible baseline for contact-information exposure.
Free resources include IdentityTheft.gov, AnnualCreditReport.com and the Federal Trade Commission’s identity-theft guidance.
What remains unknown
- The identity of the customer-service provider
- The attack vector and dates of unauthorized access
- The number of affected individuals
- A complete list of data fields for every affected record
- Whether later regulatory findings, litigation, settlements or compensation programs will be announced
How this differs from Adidas’s 2018 incident
Adidas disclosed a separate incident in June 2018 that involved contact information, usernames and encrypted passwords. That historical event is unrelated to the May 2025 customer-service-provider breach. The 2018 announcement remains available at adidas-group.com.
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