Adidas has filed a lawsuit against Australian fashion label White Fox, alleging that the retailer’s four-striped clothing designs are deceptively similar to Adidas’s iconic three-stripe trademark.
The sportswear giant claims it repeatedly requested White Fox cease sales and promotions starting in March, but the Sydney-based company refused.
White Fox, which markets heavily to teenagers and young adults across Australia, the UK, and the US through billboard, bus, and influencer campaigns, is now facing legal scrutiny over its branding practices.
In the Federal Court, White Fox’s legal representatives denied any trademark breach and indicated an intention to argue that other Australian labels, including Cotton On, Sportscraft, and Glassons, also feature similar decorative stripes in their apparel.
Adidas’s legal team countered that White Fox’s use of four stripes was intended to trade on the German brand’s reputation and market presence.
A three-to-four-day trial is scheduled for early next year, according to court proceedings.
Adidas asserts in its statement of claim that its three-stripe design holds substantial and valuable trademark rights in Australia, registered since 1957.
The company alleges White Fox has been selling and advertising garments with four parallel stripes of equal width since at least March, constituting trademark infringement.
Adidas further claims White Fox’s promotional materials feature individuals wearing genuine Adidas items, potentially leading consumers to believe the brands are associated or that Adidas has approved the design.
Adidas maintains that White Fox is “drawing an association in the minds of consumers” between the two brands, or at the very least “sailing close to the wind.”
Adidas, which reported €24.8 billion (£21bn; $28bn) in revenue in 2025, is also seeking damages, arguing that White Fox must remit profits generated from the disputed products, plus interest and legal costs.
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