Adidas Sues White Fox Over Alleged Four-Stripes Trademark Infringement
The sportswear giant claims the Australian fashion retailer's designs are "deceptively similar" to its iconic three-striped logo.
Adidas has initiated legal proceedings against Australian fashion retailer White Fox, alleging that the company's four-striped designs infringe upon the German sportswear brand's globally recognized trademark. The lawsuit, filed in Federal Court, asserts that White Fox has been selling and advertising clothing featuring a four-parallel-stripe design that is "substantially identical with or otherwise deceptively similar" to Adidas's distinct three-striped logo.
Adidas states that its three-striped design has established a significant and valuable reputation in Australia, where it has been a registered trademark since 1957. The company contends that White Fox's use of a four-stripe pattern is an attempt to capitalize on Adidas's brand recognition, creating a misleading association in the minds of consumers.
According to court documents, Adidas claims that since at least March, White Fox has refused requests to cease selling and promoting the disputed items. The lawsuit also points to advertisements for White Fox's four-striped clothing and socks that allegedly feature people wearing genuine Adidas products. Adidas argues this could lead consumers to believe the brands are officially associated or that Adidas has endorsed White Fox's designs.
Evidence submitted by Adidas includes side-by-side comparisons of its products with White Fox apparel, such as sweatpants and lounge shorts, as well as photographic evidence of billboard and bus stop advertisements. One particular instance cited involves an online listing from June 2025 that showed a pair of White Fox-branded socks being modeled with pink Adidas shoes. Court documents allege that in the days following the lodging of the lawsuit, the Adidas logo on the shoes in the online image was digitally altered, first to remove one stripe and then all three.
Adidas is seeking damages, including the profits derived from the sale of the allegedly infringing products, along with interest and legal costs. This legal action echoes a previous success for Adidas in Australia, where the company sued and won against Pacific Brands in 2013 over similar four-striped shoe designs.
White Fox, a Sydney-based online fast-fashion retailer founded in 2013, has gained popularity among teenagers and young adults in Australia, the UK, and the US. The company, privately owned by Georgia and Daniel Contos and Daniel's mother Melina Maceri, has seen significant revenue growth, reaching AU$542 million in the 12 months ending June 2025, a fourfold increase from its 2022 figure. The brand has actively utilized billboards, bus advertising, and social media influencers to expand its market presence, entering the UK in 2024.