DC Shoes

Summary

Boardriders, parent company of brands including DC Shoes, experienced a global ransomware attack disrupting operations across multiple regions. The incident forced widespread system shutdowns, preventing employees from using computers until remediation and causing significant shipping delays for retailers and online customers. E-commerce platforms displayed promotional messages addressing disruptions while IT teams worked to restore systems, eventually resuming near-normal transaction and shipping operations. The attack severely impacted internal workflows and supply chain logistics, requiring extensive cleanup efforts before full operational recovery.

Motives

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TTPs

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Description

In late October 2019, Boardriders Inc., parent company of DC Shoes and other action sports brands, experienced a global ransomware attack that disrupted operations across its subsidiaries. The incident occurred during the last week of October, affecting systems in multiple regions worldwide and forcing the company to shut down computing infrastructure. Employees were prohibited from using their computers during the outage, significantly impairing business functions. The attack impacted critical operations including inventory management, order processing, and e-commerce platforms for brands such as Quiksilver, Billabong, ROXY, RVCA, DC Shoes, and Element. Online stores displayed notices about shipping delays while offering customers 20% discount promotions to mitigate service interruptions. Retail partners and direct consumers faced substantial delays in receiving orders due to paralyzed logistics systems. An industry source described the organization as being in "a world of pain" with widespread operational paralysis affecting approximately 10,000 employees across 110 countries where Boardriders operates.

Boardriders mobilized its IT teams to contain the incident and restore systems, implementing a global shutdown to prevent further spread of the ransomware. Recovery efforts focused on rebuilding infrastructure to resume normal business transactions, with operations gradually returning to standard shipping and processing capabilities weeks after the initial attack. The company acknowledged the cyberattack's impact in public statements but did not specify the ransomware variant or attribution. Management praised staff response efforts and expressed gratitude to customers and vendors for their patience during the disruption. Despite restoration progress, residual effects included prolonged retail stock shortages and reputational impacts from sustained service interruptions. No ransomware group claimed responsibility publicly, and Boardriders did not disclose whether data was exfiltrated or a ransom paid. The incident highlighted vulnerabilities in the retail supply chain's digital infrastructure during peak operational periods.

Sources

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