Adidas has disclosed it's been hit by a cyber attack in which customers' personal information has been stolen. The sportswear giant said criminals had obtained "certain consumer data" which "mainly consists" of the contact information of people who had been in touch with its help desk. Adidas said passwords and credit card and other payment data were not compromised. "We remain fully committed to protecting the privacy and security of our consumers, and sincerely regret any inconvenience or concern caused by this incident,"it said in a post on its website. It comes as retailers including Marks & Spencer and Co-op have been targeted in major cyber attacks. In their cases, the hacks severely compromised business operations - there is no indication anything similar has happened with Adidas. "Adidas recently became aware that an unauthorized external party obtained certain consumer data through a third-party customer service provider," the firm said. "We immediately took steps to contain the incident and launched a comprehensive investigation, collaborating with leading information security experts. "Adidas is in the process of informing potentially affected consumers as well as appropriate data protection and law enforcement authorities consistent with applicable law." There have been several cyber incidents reported since April 2025, with some experts finding links between them. The BBC understandsUK police are focusing on a notorious group of English-speaking hackers, known as Scattered Spider, as potentially being behind the M&S cyber attack. The same group is believed to have been behind hacks on the Co-op and Harrods, but it was M&S that suffered the biggest impact. M&S estimates the cyber-attackwill cost the firm around £300m, equivalent to a third of its profit. There is no suggestion that this group is behind the data breach at Adidas. But the firm revealed earlier this month it had faced data breaches in other parts of its global empire - including its Turkish and South Korean arms. Sign up for our Tech Decoded newsletterto follow the world's top tech stories and trends.Outside the UK? Sign up here.
Adidas says customer data stolen in cyber attack
TruthLens AI Suggested Headline:
"Adidas Reports Cyber Attack Resulting in Theft of Customer Data"
Bbc News
7.9
TruthLens AI Summary
Adidas has confirmed that it has fallen victim to a cyber attack that resulted in the theft of personal information belonging to its customers. The sportswear company reported that the data compromised primarily includes contact details of individuals who had interacted with its customer service help desk. Importantly, Adidas assured its customers that sensitive information such as passwords, credit card details, and other payment data remained secure and were not part of the breach. The firm expressed its commitment to consumer privacy and security, acknowledging the inconvenience and concern that this incident may have caused. In light of this breach, Adidas stated that it is actively informing potentially affected consumers, as well as relevant data protection authorities and law enforcement agencies, in accordance with legal requirements.
This incident comes amidst a worrying trend of cyber attacks targeting major retailers, with companies like Marks & Spencer and Co-op also experiencing significant breaches recently. While these attacks have severely impacted their operations, Adidas has indicated that it has taken immediate action to contain the breach and has launched a thorough investigation in collaboration with information security specialists. Although there are no indications that the same group responsible for the other attacks is involved in the Adidas breach, the company has faced various data security issues globally, including incidents affecting its Turkish and South Korean markets. The ongoing scrutiny by UK police into the activities of a group known as Scattered Spider, which has been linked to several high-profile attacks, highlights the increasing threat landscape that retailers face in the digital age. As the investigation unfolds, the sportswear giant remains focused on safeguarding its customers' data and restoring their trust.
TruthLens AI Analysis
The recent disclosure by Adidas regarding a cyber attack that resulted in the theft of customer data raises several important points about data security, corporate responsibility, and public perception in the digital age. The incident not only highlights the vulnerabilities that major corporations face but also reflects broader trends in cyber security threats that have increasingly targeted retail businesses.
Intent Behind the Article
The article appears to serve the purpose of informing the public about Adidas's security breach while also emphasizing the company's commitment to protecting consumer data. By acknowledging the incident and outlining their response, Adidas aims to maintain consumer trust and mitigate potential backlash from the public. This proactive approach suggests an effort to control the narrative around the breach and reassure customers that their payment information remains secure.
Public Perception Management
Adidas is likely seeking to shape the public's perception of the incident by focusing on the limited scope of the data breach, particularly that sensitive information such as passwords and payment details were not compromised. This framing is intended to alleviate concerns among customers and emphasize that the company is taking the necessary steps to protect their privacy. The mention of collaboration with security experts also reinforces the notion that Adidas is taking the situation seriously and is committed to transparency.
Potential Omissions
While the article provides a clear overview of the breach, it does not delve into the underlying reasons for the attack or potential vulnerabilities in Adidas's systems. This omission could lead to speculation about whether there are broader systemic issues that the company needs to address. Furthermore, the connection to other recent cyber attacks on retailers raises questions about the overall security landscape, which may not be fully addressed in this report.
Comparison with Other Incidents
The article's references to similar cyber incidents, particularly involving retailers like Marks & Spencer and Co-op, indicate a troubling trend in the industry. Although it's noted that there is no direct link between these attacks and Adidas's breach, the shared context may create a sense of urgency for consumers to reconsider their data security practices across various platforms. This comparison highlights the increasing sophistication of cyber threats facing major brands.
Impact on Stakeholders
The ramifications of this incident could extend beyond consumer trust. Potentially affected customers may feel compelled to reassess their relationship with the brand, which could impact sales and brand loyalty in the long term. Additionally, the mention of collaboration with law enforcement and data protection authorities suggests that Adidas may face regulatory scrutiny, which could lead to financial repercussions or legal challenges.
Market Reactions and Broader Implications
In terms of financial markets, news of a data breach can lead to fluctuations in stock prices, particularly if investors perceive a risk to the company's reputation and revenue. While Adidas's immediate financial stability may not be severely impacted, ongoing concerns about cybersecurity could influence investor sentiment and stock performance in the retail sector as a whole.
Community Engagement and Support
This type of news may resonate particularly with communities that prioritize data privacy and security, such as tech-savvy consumers and privacy advocates. By openly addressing the breach, Adidas may garner support from these groups, who value transparency and accountability in corporate practices.
Conclusion on Reliability
The article provides a factual account of the incident, supported by statements from Adidas regarding their response and commitment to consumer privacy. However, the lack of in-depth analysis regarding the implications of the breach and its potential causes may limit the article's comprehensiveness. Overall, the reliability of the information presented is relatively high, but the context and broader implications warrant further exploration.