adidas is a German multinational sportswear and apparel company (legal entity adidas AG, headquartered in Herzogenaurach, Germany) that sells through its own e-commerce sites, retail stores, and the adidas mobile app / adiClub loyalty program. adidas's own privacy policy discloses collecting sensitive information (including precise geolocation for certain events and the adidas Running app), using cookies, pixels, SDKs, and third-party analytics/ad services including Google Analytics and Google AdWords to serve ads on other websites, and disclosing identifiers and commercial/browsing information to advertising and marketing networks -- while stating it does not sell or share personal information "for money." The adidas app's own Apple App Store privacy label confirms Purchases, Contact Info, Search History, Browsing History, Identifiers, and Usage Data may be used to track users across apps and websites owned by other companies. In May 2025, adidas self-disclosed a data-security incident in which an unauthorized external party obtained consumer contact information through a compromised third-party customer-service provider; adidas stated payment data and passwords were not affected and that it notified data-protection and law-enforcement authorities.
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adidas's privacy policy discloses that it processes personal information considered "sensitive" under certain state laws, including precise geolocation collected through the adidas Running app or at certain "hype" events, and that users may self-disclose sensitive demographic information such as sexual orientation and ethnicity through participation in certain campaigns.
adidas's own 2025 Annual Report site identifies the publisher of its corporate reporting as "adidas group" (alternate name "adidas AG"), with a registered corporate address at Adi-Dassler-Straße 1, 91074 Herzogenaurach, Germany.
adidas's privacy policy discloses that disclosures of certain personal information categories to advertising and marketing networks may be considered "sales," "sharing," or use for "targeted advertising" under state laws, while stating adidas does not sell or share personal information for money to third parties for their own marketing purposes.
adidas's own statement on a May 2025 data-security incident, quoted in contemporaneous security-press reporting, confirms an unauthorized external party obtained certain consumer data through a compromised third-party customer-service provider, and that adidas is informing affected consumers and data-protection/law-enforcement authorities as required by applicable law.
Apple's App Store privacy label for the adidas app discloses that Purchases, Contact Info, Search History, Browsing History, Identifiers, and Usage Data may be used to track users across apps and websites owned by other companies.
adidas's privacy policy discloses it uses third-party analytics service providers, including Google Analytics and Google AdWords, on its website to analyze usage behavior and to provide advertisements to users on other websites.