Global sportswear giant Adidas has confirmed two separate data breaches affecting its customers in South Korea and Türkiye. Both incidents involved unauthorized access to personal data through third-party customer service providers, raising serious concerns about data security.
In South Korea, Adidas publicly disclosed the breach on May 16. The company said that customer information was accessed through an external service provider. People who contacted Adidas Korea’s customer support in 2024 or earlier may have had their personal data compromised. This includes names, email addresses, phone numbers, and, in some cases, birthdates and home addresses. Adidas assured that no payment details or passwords were exposed.
“We have confirmed unauthorized access to some customer information through a third-party service provider,” the company stated on its official website. Adidas has reported the incident to Korean authorities and is working with cybersecurity experts to investigate the breach. The company has already notified affected customers.
A similar breach occurred in Türkiye. Adidas Türkiye informed customers in emails that a breach had exposed their personal data, including full names, contact details, birthdates, and gender. As in the Korean case, the incident did not affect any financial data or passwords. The breach also stemmed from a third-party customer service provider. The company has launched an internal review and strengthened its data protection measures.
Adidas has not disclosed the number of affected customers but has urged users in both countries to remain cautious of suspicious messages and phishing attempts. So far, no misuse of the exposed data has been reported.
This incident comes shortly after luxury brand Dior reported a data breach in South Korea. On May 13, Dior said that hackers accessed customer information, including purchase history and contact details, in January. The company faced criticism for delaying the disclosure and failing to notify the Korea Internet & Security Agency (KISA) on time.
