Adidas has initiated legal proceedings against White Fox, an Australian fast-fashion online retailer, over trademark infringement related to stripe designs on clothing. The sportswear company claims that White Fox has been selling and advertising garments featuring four parallel stripes of equal width that are “deceptively similar” to Adidas’s iconic three-striped trademark, which has been registered in Australia since 1957.
According to court documents, Adidas began requesting that White Fox cease selling and promoting the disputed items in March, but the Sydney-based company declined to comply. Adidas argues that White Fox is deliberately capitalizing on the German brand’s substantial reputation and goodwill in the Australian market. The company contends that consumers may mistakenly believe Adidas has endorsed or is associated with White Fox due to the similarity in design and the appearance of genuine Adidas products in White Fox’s marketing materials.
Evidence submitted includes side-by-side comparisons of products, as well as advertisements from billboards and digital platforms featuring White Fox clothing and accessories. In one instance, Adidas noted that a June 2025 online listing displayed White Fox-branded socks modeled by someone wearing Adidas shoes; following the court filing, the images were subsequently altered to remove the stripes from the footwear.
White Fox, founded in 2013 and privately owned by Greek-Australian entrepreneurs, has experienced significant growth and expanded internationally to the UK and US markets. The company generated AU$542m in revenue in the 12 months to June 2025, representing substantial expansion from prior years. Adidas is seeking damages, including profits from the disputed products plus interest and legal costs. The first hearing was scheduled to commence on Friday, with both companies’ legal representatives declining to comment prior to proceedings.
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