Adidas Battles Australian Start‑Up Over Four‑Stripe Design
German sportswear giant Adidas has called Australian fast‑fashion brand White Fox to court for allegedly infringing on its iconic three‑stripe trademark with a four‑striped logo.
Adidas says it has warned White Fox repeatedly since March that its series of sweatpants, lounge shorts and socks are “deceptively similar” to the established Adidas mark, yet the Sydney‑based company has continued to sell and promote the items.
The lawsuit hinges on the idea that the four‑stripe motif misleads consumers into thinking Adidas is associated with or has endorsed White Fox’s products. Adidas further argues that the design’s visual similarity could erode the distinctiveness of its own brand, which has been protected in Australia since 1957.
White Fox, launched by Greek‑Australian couple Georgia and Daniel Contos in 2013, has grown rapidly, recording AU$542m in revenue in the 12 months to June 2025—a return on four‑fold growth from 2022. The brand has expanded internationally, adding the UK market in 2024.
Adidas seeks damages covering the profit White Fox has made from the disputed items, along with costs and interest. The case was lodged last month; the first hearing is scheduled for Friday.
Adidas has a history of enforcing its brand globally. In 2013 it successfully sued Pacific Brands in Australia over a four‑stripe shoe, and in 2023 lost a similar battle in the US, further highlighting the company’s commitment to defending its trademarks.
For now, the legal clash between the two brands will test how far colour, shape and pattern similarities can be stretched before courts object to potential consumer confusion.
