Adidas sues White Fox over four-stripe clothing designs

German sportswear manufacturer Adidas has filed a lawsuit in the Federal Court of Australia against Sydney-based online retailer White Fox, claiming the fast-fashion brand infringed its trademark by selling clothing featuring a four-striped design. Adidas argues that the four-striped items are deceptively similar to its signature three-striped branding and misleadingly suggest an association between the two companies.

Allegations in Court

Adidas told the court that it had repeatedly asked White Fox to cease selling and promoting the disputed four-striped apparel since March, but the Australian retailer refused. According to written court documents, Adidas claims that White Fox’s lounge shorts and sweatpants carry four parallel, equal-width stripes that infringe on the trademark Adidas has held in Australia since 1957.

Lawyers for Adidas told the court that White Fox acted with the “intention to trade off our reputation.” Adidas submitted evidence including photos of billboards, bus advertisements, and product listings. In one online listing from June 2025, White Fox socks were photographed on a model wearing genuine pink Adidas shoes. Adidas alleged in court filings that shortly after legal proceedings were initiated, the image was modified to remove one stripe from the shoes, and a week later, all three stripes were edited out entirely.

White Fox’s Defence

During a court appearance before Justice Ian Jackman on Friday, legal representatives for White Fox denied any breach of trademark. Although White Fox has not yet submitted a formal defence, its lawyers stated that the company plans to argue that striped patterns are widely used across the Australian clothing industry.

White Fox intends to cite other major Australian retailers, including Cotton On, Sportscraft, and Glassons, which sell apparel with “similar decorative stripes.” A three- to four-day trial is scheduled to take place early next year. Adidas is seeking damages that include the profits White Fox earned from the disputed products, as well as interest and legal fees.

Growth and Legal History

Founded in 2013 by Georgia and Daniel Contos alongside Daniel’s mother Melina Maceri, White Fox is a privately owned retailer that markets heavily to young consumers using billboard campaigns and social media influencers. According to reporting by 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. The brand expanded into the United Kingdom in 2024 and has been growing its business in the United States.

Adidas, which recorded €24.8 billion in overall revenue in 2025, has previously taken legal action in Australia to protect its branding. In 2013, the company successfully sued Pacific Brands over footwear featuring a four-stripe design.

Background

Adidas regularly takes legal action worldwide to enforce its three-stripe trademark against competing fashion brands and retailers. Australian intellectual property law allows trademark owners to seek injunctions and financial damages if a competitor uses a design that is substantially identical or deceptively similar to a registered mark.