Adidas, the renowned German sportswear brand, has initiated legal proceedings against Australian label White Fox for allegedly selling and advertising clothing featuring a four-stripe design. The company claims that the design is "deceptively similar" to its distinctive three-striped logo. According to Adidas, it has repeatedly requested White Fox to cease selling and promoting the clothes since March, but the Sydney-based company has refused to comply.
White Fox, a fast-fashion online retailer popular among teenagers and young adults in Australia, the UK, and the US, has utilized billboards, bus advertising, and social media influencers to grow its profile. The company's Australian law firm has declined to comment on the case, which is set to have its first hearing on Friday. Adidas has provided evidence, including side-by-side comparisons of its products with White Fox clothes, such as sweatpants and lounge shorts, as well as images of billboards on buses and at bus stops.
In Federal Court documents, Adidas asserts 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 four-striped designs are "substantially identical with or otherwise deceptively similar" to Adidas's trademark. Adidas also claims that White Fox's advertisements feature people wearing "genuine" Adidas items, which may lead Australians to believe that Adidas is associated with White Fox and has approved of the design.
Adidas is seeking damages from White Fox, including the profit from the products plus interest and costs. The sportswear giant reported €24.8 billion in revenue in 2025 and is taking a firm stance against what it perceives as trademark infringement. White Fox, launched in 2013 by Georgia and Daniel Contos, is privately owned by the Greek-Australian couple and Daniel's mother, Melina Maceri. The company has experienced significant growth, generating AU$542m in revenue in the 12 months to June 2025.
This is not Adidas's first experience with a similar case. In 2013, the company successfully sued Pacific Brands in Australia for selling shoes with four stripes. Adidas has a history of protecting its brand and intellectual property. The company has also been involved in other high-profile cases, including a dispute with Kanye West over his Yeezy collaboration.
White Fox has a growing presence in the US and expanded into the UK market in 2024. The company's popularity among young adults and teenagers has contributed to its rapid growth. Adidas's decision to take legal action against White Fox may have implications for the fashion industry, particularly regarding trademark infringement and brand protection.
The case is set to continue in Federal Court, with Adidas pushing for damages and an injunction against White Fox's four-striped designs. The outcome of the case may have significant consequences for both parties involved. Key points include Adidas's claim of trademark infringement, White Fox's refusal to comply with Adidas's requests, and the potential impact on the fashion industry.
Key points
- Adidas claims White Fox's four-striped designs infringe on its trademark.
- White Fox has refused to comply with Adidas's requests to cease selling the allegedly infringing products.
- The case may have implications for the fashion industry regarding trademark infringement and brand protection.
