Key facts
- Adidas is suing Australian label White Fox for trademark infringement.
- The lawsuit centers on White Fox's use of a four-striped design on clothing.
- Adidas claims the four-stripe design is "deceptively similar" to its own three-stripe trademark.
- Adidas has trademarked its three-stripe design in Australia since 1957.
- White Fox refused Adidas's requests to stop selling the disputed products.
- Adidas is seeking damages and profits from White Fox.
Adidas is taking legal action against Australian fashion label White Fox, alleging that the brand's use of a four-striped design on its clothing infringes on Adidas's long-standing three-stripe trademark. The German sportswear giant filed the lawsuit in the Federal Court of Australia, asserting that White Fox's designs are "substantially identical with or otherwise deceptively similar" to its own.
Adidas claims it has repeatedly asked White Fox to stop selling and promoting the clothes since March, but the Sydney-based company refused. The fast-fashion online retailer, popular with teenagers and young adults in Australia, the UK, and the US, has utilized billboards, bus advertising, and social media influencers to build its brand.
In court documents, Adidas stated that its three-striped design has a "substantial and valuable reputation" in Australia, where it has been trademarked since 1957. The company argues that White Fox's advertisements, which sometimes feature "genuine" Adidas items alongside its own four-striped products, could mislead consumers into believing Adidas is associated with or has approved of White Fox's designs. Adidas alleges that White Fox is "taking advantage" of its established reputation.
Adidas reported €24.8 billion ($28 billion) in revenue in 2025 and is seeking damages, including the profits derived from the sale of the disputed products, along with interest and legal costs. Evidence submitted by Adidas includes side-by-side comparisons of its products with White Fox sweatpants and lounge shorts, as well as advertising materials. The company also noted that an Adidas logo on shoes in an online listing was digitally altered after court proceedings were lodged.
White Fox was launched in 2013 by Georgia and Daniel Contos, along with Daniel's mother Melina Maceri, and is privately owned. The company generated AU$542 million in revenue in the 12 months to June 2025, a significant increase from AU$121 million in 2022. Adidas has a history of successfully defending its trademark, including a 2013 lawsuit against Pacific Brands in Australia for selling four-striped shoes.