Adidas has initiated legal proceedings against Australian fast-fashion retailer White Fox, alleging that the company’s use of a four-stripe design on clothing and advertisements infringes on the German sportswear brand’s trademark. The lawsuit, filed in the Federal Court, argues that White Fox’s marketing materials are “deceptively similar” to Adidas’s distinct three-stripe logo.
According to the court documents, Adidas has repeatedly requested that White Fox cease selling and promoting the contested items since March. The sportswear giant claims the Sydney-based company refused these requests, prompting the legal action. White Fox, which has seen rapid growth in Australia, the UK, and the US, relies heavily on influencer marketing and outdoor advertising to reach its core demographic of teenagers and young adults.
Adidas White Fox lawsuit details
Lawyers for White Fox appeared before Justice Ian Jackman on Friday to deny any breach of trademark. Although the retailer has not yet lodged a formal defense, its legal team indicated an intention to argue that other major Australian brands, including Cotton On, Sportscraft, and Glassons, also sell apparel with similar decorative stripes. This defense suggests that such patterns are common in the local fashion industry and do not necessarily constitute infringement.
Adidas lawyers countered that White Fox’s specific use of four parallel stripes of equal width was intended to “trade off” the reputation of the German brand. The lawsuit highlights that Adidas has held a trademark for its three-stripe design in Australia since 1957, establishing what the company describes as a “substantial and valuable reputation” in the region.
The complaint also points to specific advertising examples where White Fox featured models wearing genuine Adidas footwear alongside its own branded socks. One instance cited in the documents involves an online listing from June 2025 showing White Fox socks modeled by a person wearing pink Adidas shoes. Adidas alleges that shortly after the legal proceedings began, the Adidas logo on the shoes in these images was digitally altered to remove one stripe, and a week later, all three stripes were removed entirely.
Financial stakes and trial timeline
Adidas is seeking damages that would require White Fox to pay the profits generated from the disputed products, plus interest and legal costs. The German company reported revenues of €24.8 billion in 2025, underscoring the scale of its global operations. White Fox, founded in 2013 by Georgia and Daniel Contos, has experienced significant financial expansion, with revenue jumping to AU$542 million in the 12 months leading to June 2025, a four-fold increase from 2022 figures.
The court heard that a trial lasting three to four days is expected to take place early next year. This legal battle follows a similar precedent set in 2013, when Adidas successfully sued Pacific Brands in Australia for selling shoes with a four-stripe design. The outcome of this case could have broader implications for branding and trademark enforcement within the Australian fashion sector.
Source: BBC
