HackingRetail & ConsumerRetailCustomer Data InvolvedPIIIdentity (basic)MediumContained

VARSITY BRANDS, INC.

bd_5ed805070d8eaed7 · schema v1 · pii pii-v1

Severity

Medium

Discovered

May 24, 2024

Filed

Oct 14, 2024

To disclose

20 weeks

Affected · nationwide

65,66990 in this filing

Linked

9 filings

Confidence

64%

Full breach record for VARSITY BRANDS, INC. →

Varsity Brands Inc experienced an external system breach (hacking) on May 22, 2024, discovered on May 24, 2024. The incident affected 65,669 individuals nationwide, including 90 Maine residents. Personal information including names and other personal identifiers was accessed. Varsity Brands took systems offline, engaged external experts, notified law enforcement, rotated credentials, and offered 24 months of TransUnion credit monitoring.

J jump to incidentP pin to compareR raw source

Maine clockDiscovered May 24, 2024 → Filed with AG Oct 14, 2024143d ✗ ME AG >90d20 weeks discovery → filing

⚠ AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.

Incident timeline

undetected · 2 days

discovery → filing · 20 weeks / 143 days

May 22, 2024

Begins

May 24, 2024

Discovered

Oct 14, 2024

Filed

vs. sector median

+13 wks slower

This filing is one of 9 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (8) · sorted by filing gap

New Hampshire State AGbd_1676b54b0c5153842024-10-14Verified
Washington State AGbd_3601cb56d70fe7192024-10-14Candidate
Vermont State AGbd_798edfde7bf496752024-10-14Verified
Indiana State AGbd_97714593a5bb482f2024-10-14Verified

Show 4 more filings ↓up to 13d gap

Massachusetts State AGbd_a1ae353376a63ba92024-10-14Verified
Montana State AGbd_bca70a851713f8222024-10-14Verified
California State AGbd_cd6bb99fcd32408a2024-10-14Verified
Illinois State AGbd_a0b7691ab18b02592024-10-01 · +13dVerified

Name: VARSITY BRANDS, INC.
norm: varsity brands

Name: VARSITY BRANDS, INC.
norm: varsity brands
Industry: Retail & Consumerllm

Discovered: May 24, 2024
Breach occurred: May 22, 2024
Undetected for: 2 daysoccurrence → discovery
Materiality determined: —
Notification sent: Oct 14, 2024
Affected individuals: 65,669state + nationwide
Data types: PIIIdentity (basic)
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing Application
Threat actor: External
Initial access: exploit_public_facing

During the incident: Took certain systems offline
Launched investigation with assistance from external cybersecurity experts
Notified law enforcement
Rotated credentials
Implemented additional safeguards
Reinforced security practices
Offering 24 months of complimentary credit monitoring and identity theft protection services through TransUnion
Changes made: Implemented additional safeguards
Reinforced security practices
Actively reviewing systems to further strengthen security monitoring and controls
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 20 weeks(143 days from discovery to filing)
Compliance flags: ME AG >90d · 143dME resident >60d · 143d
Discovery-date grounding: AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.
Clock breakdown: Statute Window Elapsed Threshold Status
Maine
Discovered: May 24, 2024
→ Filed with AG: Oct 14, 2024
143d 90 days ME AG >90d
Maine
Discovered: May 24, 2024
→ Notified: Oct 14, 2024
143d 60 days (analyst band; statutory cap is 30 days) ME resident >60d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: May 24, 2024 → Filed with AG: Oct 14, 2024	143d	90 days	ME AG >90d
Maine	Discovered: May 24, 2024 → Notified: Oct 14, 2024	143d	60 days (analyst band; statutory cap is 30 days)	ME resident >60d

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 9 filings · 9 states

View merged incident ↗

Illinois State AGOct 1 · first

New Hampshire State AG+13d

Washington State AG+13d

Vermont State AG+13d

Indiana State AG+13d

Massachusetts State AG+13d

Montana State AG+13d

California State AG+13d

Maine State AG+13d · this page

Pattern: first filing Oct 1 (IL), last Oct 14 (ME) — a 13-day rolling notification. Rolling spreads often mean counsel is filing as thresholds trip per state. Why this link?

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/09043096-cc0d-444c-9dc0-76df8ddd3734.html
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Oct 14, 2024
Raw hash: c8b06ab7cb77c36382c24866cda81a4daa70e10ea4a986506b096d15405a22e1

Linked disclosures

Regulatory filings (8) · sorted by filing gap

Reporting entityVARSITY BRANDS, INC.

Victim entityVARSITY BRANDS, INC.

Incidentdiscovered May 24, 2024

Stated responseTook certain systems offline

ComplianceME AG >90d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov