Cyber Incident Victim: ASICS Corporation
Date:
Sep 2019
Location:
New Zealand
Summary
A major sportswear brand experienced a cybersecurity breach where storefront display screens at its Auckland location broadcasted pornography for approximately nine hours overnight, impacting public viewers including children. The company publicly apologized, initiated an internal investigation, and involved law enforcement while denying employee involvement in the content upload. The incident caused reputational damage, prompting commitments to implement preventive measures against future occurrences.
| CIA Posture | Motives | Tactics, Techniques & Procedures |
|---|---|---|
| Available to members | 1 motive | 2 techniques |
| Threat Actors | Type | Location |
|---|---|---|
| 0 actors | Available to members | Available to members |
Description
On September 29, 2019, multiple public-facing digital display screens at an ASICS sportswear retail store on Shortland Street in Auckland, New Zealand, began playing explicit adult content without authorization. The incident commenced at approximately 1:00 AM local time and continued uninterrupted for nine hours until store staff arrived for work at 10:00 AM. The unauthorized material remained visible to pedestrians and passing traffic throughout this period on the high-traffic commercial street. ASICS management confirmed the store’s digital signage systems had been compromised through what they described as a "cyber security breach," though no technical details about the intrusion vector or attacker methodology were disclosed publicly. Upon discovery, employees immediately powered down the affected displays to contain the exposure. The company issued a formal apology via its Facebook page and direct customer emails, acknowledging the incident’s impact on bystanders, including reports of children witnessing the content during morning foot traffic.
ASICS initiated an internal investigation to determine the breach’s origin and implement preventative measures, with the store manager explicitly stating he was "100% sure" no staff member uploaded the illicit material. Local law enforcement authorities were notified and opened a parallel investigation, though no suspects or motive were identified publicly at the time. The incident generated significant media attention in New Zealand and internationally, with particular emphasis on the prolonged public exposure of explicit material in a family-oriented retail environment. Operational consequences included temporary disruption of the store’s digital display systems, while reputational impacts centered on public apologies and damage control efforts through corporate communication channels. No further details regarding forensic findings, system vulnerabilities, or long-term corrective actions were disclosed in the immediate aftermath.