Adidas has filed a trademark infringement lawsuit against White Fox, an Australian fast-fashion online retailer, contending that the company’s four-striped apparel designs violate the sportswear giant’s protected three-stripe logo. The German brand stated it had made repeated requests for White Fox to cease production and promotion of the garments beginning in March, which the Sydney-based company declined to honor.
White Fox, which has built a significant customer base among teenagers and young adults across Australia, the United Kingdom, and the United States through digital marketing, influencer partnerships, and outdoor advertising, denied any trademark breach during Federal Court proceedings on Friday. While the company has not yet submitted a formal defence, its legal representatives indicated plans to argue that other established Australian retailers, including Cotton On, Sportscraft, and Glassons, similarly sell merchandise featuring comparable stripe designs.
Adidas asserts that White Fox intentionally designed the four-striped clothing to capitalize on the company’s established brand recognition. The sportswear manufacturer further claims that White Fox marketing materials sometimes feature individuals wearing authentic Adidas products, potentially suggesting to Australian consumers that the two brands are affiliated or that Adidas has endorsed the four-stripe design. Adidas is pursuing monetary damages, including profits generated from the disputed products, along with interest and legal costs.
The case marks the second significant trademark dispute Adidas has pursued in Australia regarding stripe configurations. In 2013, the company successfully sued Pacific Brands for selling footwear with four stripes. A trial spanning three to four days is scheduled for early next year. Adidas recorded approximately €24.8 billion in annual revenue in 2025, while White Fox generated AU$542 million in revenue during the 12 months ending in June 2025, representing substantial growth from AU$121 million in 2022.
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