Adidas, the German sports‑wear giant, has taken legal action against Australian retailer White Fox, accusing the company of copying its iconic three‑stripe logo with a four‑stripe design. The dispute, which will be heard in Federal Court, highlights the growing tension between established brands and fast‑fashion outfits that target younger consumers.
Background
White Fox, founded in 2013 by Georgia and Daniel Contos, has built a reputation for affordable, trend‑driven apparel marketed through billboards, bus ads and social‑media influencers. The brand has expanded rapidly, reporting AU$542 million in revenue in the 12 months to June 2025, a four‑fold increase from 2022.
Legal Claims
In its filing, Adidas alleges that White Fox’s clothing featuring four parallel stripes of equal width is "substantially identical with or otherwise deceptively similar" to Adidas’s three‑stripe trademark, which has been registered in Australia since 1957. The complaint asserts that:
- Trademark infringement: The four‑stripe design breaches Adidas’s protected three‑stripe logo.
- Consumer confusion: Advertising that pairs the four‑stripe garments with genuine Adidas shoes may lead shoppers to believe the two brands are associated.
- Unfair profit: Adidas seeks to recover the profit White Fox earned from the disputed products, plus interest and legal costs.
Evidence Presented
Adidas supplied side‑by‑side comparisons of its products and White Fox’s sweatpants, lounge shorts and socks. One example cited a June 2025 online listing where White Fox socks were modeled alongside pink Adidas shoes. The filing claims the Adidas logo in that image was later digitally altered to remove one stripe, and subsequently all three stripes, suggesting an attempt to obscure the brand’s involvement.
Potential Impact
If the court rules in Adidas’s favour, White Fox could be forced to cease using the four‑stripe motif, withdraw existing inventory and pay substantial damages. The case also serves as a warning to other fast‑fashion labels that rely on visual similarity to established trademarks.
Previous Precedents
Adidas has a history of defending its three‑stripe identity. In 2013, the company successfully sued Pacific Brands in Australia over a similar four‑stripe shoe design, reinforcing its willingness to pursue legal action to protect its brand assets.
Uncertainty
While the filing outlines Adidas’s arguments, the outcome remains uncertain. The court will assess whether the four‑stripe design truly constitutes infringement or merely a coincidental aesthetic choice. Additionally, the extent of consumer confusion and the calculation of damages will be key factors in the final judgment.