Adidas Admits Data Breach Following Third-Party Attack
Adidas shoes in store window. Adidas AG is a German sports apparel manufacturer and parent company ... More of the Adidas Group.
Adidas is once again in the cybersecurity spotlight. This time the breach came through a side door. Attackers infiltrated a third-party customer service provider and accessed the contact information of Adidas customers, as reported by Bleeping Computer. This incident highlights a growing trend: hackers are increasingly targeting vendors to bypass the more robust defenses of global brands.
Adidas confirmed that names, email addresses and phone numbers of customers who contacted support were exposed. No payment or password data was compromised, but the information is a potential goldmine for phishing and social engineering attempts. The company has begun notifying affected users and has reported the breach to data protection regulators and law enforcement, as required by law.
This is not Adidas' first data security incident. In 2018, the company suffered a breach affecting millions of U.S. customers. Adidas disclosed separate incidents in Turkey and South Korea, both involving third-party customer service providers and exposing similar personal data.
Cybercriminals have shifted tactics. Instead of attacking a company's main network, they look for poorly guarded side doors. Third-party vendors often lack the robust security measures of the companies they serve, making them attractive targets.
Key factors fueling this trend include:
Verizon's 2025 Data Breach Investigations Report found that 30 percent of breaches last year involved external service providers, raising ongoing concerns around vendor risk management and security oversight.
Forward-thinking retailers are adopting new strategies to reduce third-party risk. Consider these best practices:
The Adidas breach is not an isolated event. It is a warning for the entire retail sector. As hackers become more sophisticated, companies must treat third-party risk as a top priority, not just a compliance issue.
Key takeaways for business leaders:
For businesses, remember that your security is only as strong as your weakest partner. The companies that thrive will be those that treat every link in their supply chain as a potential point of failure and act accordingly.
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