Adidas AG

Profile narrative

Adidas AG is a multinational corporation that designs, manufactures, and markets sports footwear, apparel, and accessories. The company’s core product lines include running shoes, soccer cleats, basketball sneakers, and training apparel. Adidas serves athletes, sports enthusiasts, and casual consumers across multiple demographic segments. Its products are distributed through a network of owned retail stores, wholesale partners, and online commerce platforms. The brand maintains a global presence, with operations in Europe, the Americas, Asia, and Africa.

Adidas AG is headquartered in Herzogenaurach, Germany, which serves as the central hub for its corporate functions. The company is distinguished by its iconic three‑stripe logo and a long history of innovation in sports performance technology. Adidas invests heavily in research and development to introduce advancements such as Boost cushioning and Primeknit uppers. Sustainability is a notable competency, exemplified by collaborations that incorporate recycled ocean plastic into product lines. In May 2025, Adidas reported that an unauthorized external party accessed consumer data via a third‑party customer service provider, exposing contact details but not passwords or credit‑card information. A similar incident was disclosed in November 2025, again involving a third‑party service provider and leading to immediate containment measures and consumer notifications. Earlier, in June 2018, the company alerted U.S. customers to a possible data breach on its website, prompting an investigation and outreach to affected individuals. Throughout these events, Adidas emphasized swift response, engagement of external security experts, and communication with potentially impacted consumers.

Incidents

3 incidents linked to this organisation.