Cyber attack on Adidas website forces retailer offline

Sportswear retailer Adidas has taken its website offline as a result of what it deems a ‘sophisticated criminal cyber attack’. The move was taken on November 3, but the company states that there is no evidence to suggest that consumer data had been in any way affected – and that the decision was taken purely to protect customers.

A statement from Adidas noted: "Nothing is more important to us than the privacy and security of our consumers' personal data. We appreciate your understanding and patience during this time”.

The German retailer has since put in place additional security measures, and has once again made available many of its regional websites.

Not only has Adidas suffered from costly downtime, the impact on consumer confidence may prove even more costly. They are by no means alone – with Sony witnessing first-hand the damage such an attack can have on a reputation – but apologies rarely suffice when customers feel that their data, and ultimately their trust in a brand, has been misplaced.