Adidas has filed a lawsuit against Australian online retailer White Fox, alleging that the brand’s four‑stripe clothing line mimics the German company’s trademarked three‑stripe logo.
The German sportswear giant says it has repeatedly requested White Fox to halt sales and advertising of its four‑stripe items since March. Despite this, the Sydney‑based retailer has refused to comply, prompting the Federal Court to hear the case.
White Fox, launched by the Contos family in 2013, has grown rapidly in Australia, the UK and the US, using billboards, bus advertising and university‑age influencers to market its products. In 2025 it reported AU$542 million in revenue, a four‑fold increase from 2022.
Adidas claims its three‑stripe design, trademarked in Australia since 1957, carries a “substantial and valuable reputation.” The lawsuit further argues that White Fox’s four‑stripe designs are “substantially identical with or otherwise deceptively similar” and could lead consumers to believe Adidas has approved or is associated with the Australian brand.
Adidas is seeking a monetary judgment that includes damages for profits earned by White Fox, interest and legal costs. The company also demands an injunction to prevent further use of the disputed pattern.
Evidence submitted by Adidas includes side‑by‑side images of its flagship three‑stripe items and White Fox’s four‑stripe sweatpants and shorts, as well as photos of billboards and bus stop ads featuring the contested design. Additionally, an online listing from June 2025 showed a pair of White Fox‑branded socks modeled by someone wearing pink Adidas shoes, with the logo digitally altered in screenshots released by Adidas.
White Fox’s refusal to stop using the four‑stripe design raises questions about trademark protection for pattern‑based logos in the fashion industry and the extent to which colours and minimal changes can protect a brand’s identity.
Note: The legal proceedings are set to begin on Friday. Both Adidas and White Fox’s law firms have declined to comment further at this time.
