Australia: German sportswear giant Adidas has filed a lawsuit against Australian fashion label White Fox, alleging that the retailer sold and advertised clothing featuring a four-stripe design that is deceptively similar to Adidas’s trademarked three-stripe branding. The case is being heard in the Federal Court of Australia, where White Fox’s lawyers have denied that the company breached trademark law.
Why Is Adidas Taking Legal Action Against White Fox?
Adidas alleges that White Fox has sold and promoted clothing featuring four parallel stripes of equal width since at least March. The company argues that the designs are substantially identical or deceptively similar to its established three-stripe trademark, which has been registered in Australia since 1957.
According to Adidas’s statement of claim, the company repeatedly asked White Fox to stop selling and advertising the disputed products, but the retailer refused. Adidas alleges that the designs could mislead consumers into believing the two brands are commercially associated or that Adidas has approved White Fox’s products.
How Has White Fox Responded to the Allegations?
White Fox’s lawyers told the court that the company intends to challenge the trademark allegations. They argued that other prominent Australian fashion retailers, including Cotton On, Sportscraft and Glassons, also sell clothing featuring similar decorative stripes.
White Fox had not yet filed a formal defence at the time of the reported proceedings. The company’s legal position will be considered as the case progresses.
What Evidence Has Adidas Presented in Court?
Adidas submitted images comparing its products with White Fox clothing, including sweatpants, lounge shorts and promotional advertisements displayed on buses and at bus stops.
The company also alleged that White Fox advertisements and product listings featured models wearing genuine Adidas products, potentially creating an impression of a connection between the brands.
In one example cited in the court documents, a June 2025 online listing showed White Fox-branded socks being modelled alongside pink Adidas shoes. Adidas alleged that the shoe logo was digitally altered shortly after the legal proceedings were initiated, first removing one stripe and later removing all three.
What Is Adidas Seeking Through the Lawsuit?
Adidas is seeking damages and repayment of profits generated from the disputed products, along with interest and legal costs. The company maintains that its three-stripe design has a substantial and valuable reputation in Australia.
The sportswear company reported revenue of €24.8 billion in 2025, according to the report.
When Could the Court Deliver a Decision?
A trial lasting approximately three to four days is expected to take place early next year, according to proceedings reported by the BBC. The court will consider the trademark claims and White Fox’s response before determining the dispute.
Adidas previously secured a favourable outcome in an Australian trademark dispute in 2013, when it successfully sued Pacific Brands over shoes featuring four stripes.
What Is White Fox’s Business Background?
Founded in 2013 by Georgia and Daniel Contos, White Fox is privately owned by the couple and Daniel’s mother, Melina Maceri. The online fashion retailer has expanded its presence in the United States and entered the United Kingdom market in 2024.
According to the Australian Financial Review, White Fox generated AU$542 million in revenue in the 12 months to June 2025, up from AU$121 million in 2022.