We introduce an adaptive L2 regularization mechanism termed AdaptiveReID, in the setting of person re-identification. In the literature, it is common practice to utilize hand-picked regularization factors which remain constant throughout the training procedure. Unlike existing approaches, the regularization factors in our proposed method are updated adaptively through backpropagation. This is achieved by incorporating trainable scalar variables as the regularization factors, which are further fed into a scaled hard sigmoid function. Extensive experiments on the Market-1501, DukeMTMC-reID and MSMT17 datasets validate the effectiveness of our framework. Most notably, we obtain state-of-the-art performance on MSMT17, which is the largest dataset for person re-identification. Source code will be published at https://github.com/nixingyang/AdaptiveReID.