Adidas, the global sportswear giant, has confirmed a cyber attack that compromised customer data, including contact information and account credentials.

While the company clarified that no passwords, credit card details, or payment-related information were stolen, it has not disclosed the number of affected customers or the breach’s cause—whether phishing, system vulnerabilities, or a third-party compromise. Adidas advised users to reset passwords and monitor accounts closely, as the incident adds the retailer to a growing list of major companies targeted by increasingly sophisticated, AI-powered cyber attacks.

The breach underscores the retail sector’s struggle to keep pace with evolving threats. Nadir Izrael, CTO at Armis, noted that attackers are leveraging AI to enhance phishing campaigns, automate exploits, and evade detection, overwhelming traditional defenses. Armis Labs data reveals that 49% of retail organizations have previously been hacked and still face challenges securing their digital ecosystems, with nearly half feeling burdened by complex regulations. While 80% of retailers have prioritized proactive cybersecurity in 2025 and 82% report employee awareness of suspicious activity, only 46% can detect and respond to major attacks in real time, exposing a critical security gap.

For Adidas, a $45 billion company, robust cybersecurity is non-negotiable, yet this breach highlights the broader industry’s vulnerabilities. Customers are urged to stay vigilant, change passwords, and follow Adidas’s guidance. The incident serves as a wake-up call for retailers to strengthen defenses against rapidly advancing threats, as reliance on outdated or siloed security measures leaves them reactive and exposed. With attack techniques growing more sophisticated, the retail sector must close the gap to protect customer trust and data.