Adidas Korea has confirmed a data breach affecting customer information, the second major incident this month involving fashion brands and Korean consumers.
The company said the intrusion occurred through a third‑party customer service provider and affected customers who contacted Adidas’ service centers.
On May 16, Adidas posted that the incident involved customers who had made inquiries in 2024 or earlier. The company said the exposed information includes customer names, email addresses, phone numbers, and, in some cases, birthdates and postal addresses.
“We have confirmed that there was unauthorized access to some consumer data through a third‑party customer service provider,” Adidas said in an announcement, according to BusinessKorea.
Adidas stressed that financial information remained safe, adding, “Financial information such as passwords and payment‑related details were not included.”
Korean Customer Data Exposed
Adidas said it has notified all affected customers in Korea and is working with information security specialists to carry out a full investigation.
“We are taking this matter very seriously and are immediately conducting a comprehensive investigation in cooperation with information security specialists,” an Adidas representative said.
The company has reported the breach to the relevant Korean authorities and has put additional security measures in place to reduce the risk of similar incidents.
The Adidas breach follows a recent incident at luxury brand Dior. Dior announced on May 13 that unauthorized access to customer data had occurred on January 26 and was discovered on May 7.
The Dior incident drew criticism because the compromised data reportedly included purchase history along with customer names, mobile numbers, and email addresses, and Dior allegedly did not notify the Korea Internet & Security Agency (KISA) when the breach was discovered.
These successive breaches affecting international fashion brands’ Korean customer databases have raised concerns across the industry. Cybersecurity experts say retail customer databases are attractive targets because they contain valuable consumer behavior data.
Security specialists advise affected customers of both companies to monitor accounts for unusual activity, be vigilant for phishing attempts that could use the stolen details, and consider changing passwords on other services if the same credentials were reused.
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