Adidas sues Australian brand White Fox over the use of four-stripe branding

According to reports Adidas sued Australian brand White Fox in the Federal Court of Australia over the use of four-stripe branding.

News Source: https://www.bbc.com/

Adidas has filed a trademark infringement lawsuit against White Fox Boutique, an Australian fast-fashion company, in the Federal Court of Australia. The global sportswear company claims that White Fox’s four-parallel-stripe design on hoodies, sweatpants, and shorts is "deceptively similar" to its iconic three-stripe trademark, protected in Australia since 1957. According to Adidas White Fox, disregarded cease-and-desist orders and utilized promotional photos that paired the apparel with Adidas shoes. White Fox claims the stripes are only decorative and denies Adidas’s claims. Adidas is requesting an injunction and the disgorgement of White Fox's revenues, which by mid-2025 brought in AU$542 million. Early in 2027, the trial is scheduled.

Adidas argues that White Fox has been selling and promoting clothing with four parallel stripes of equal width since at least March, which violates Adidas's trademark. The company claims White Fox’s designs are “substantially identical or otherwise deceptively similar” to Adidas. Additionally, it claims that White Fox uses "genuine" Adidas products in its ads for its four-striped clothing and White Fox-branded socks. Adidas claimed that such incident could give Australians the impression that Adidas is connected to White Fox and has approved of the design.

Adidas, which reported revenue of €24.8 billion (£21 billion; $28 billion) in 2025, is also requesting damages, claiming White Fox must reimburse them for the items' profit plus interest and expenses. Adidas successfully sued Pacific Brands in Australia in 2013 for selling shoes with four stripes.

Georgia and Daniel Contos, a Greek-Australian couple, and Daniel's mother Melina Maceri are the private owners of White Fox, which they founded in 2013. It entered the UK market in 2024 and is becoming more and more famous in the US. According to the Australian Financial Review, the company's sales increased fourfold from $121 million in 2022 to AU$542 million (£286 million; $377 million) in the 12 months ending in June 2025.

The matter was scheduled for a hearing in early 2027 by Justice Ian Jackman, the brother of Hugh Jackman, one of Australia's most well-known exports. White Fox Boutique has grown to be a significant participant in the retail sector and this is the first high-profile lawsuit of this type against the company.

FAQs:

Q: Why is Adidas suing White Fox Boutique?

A: Adidas claims that White Fox’s use of a four-parallel-stripe design on its activewear and loungewear is "deceptively similar" to Adidas's iconic, legally protected three-stripe trademark.

Q: Which court is handling the case Adidas vs White Fox Boutique?

A: The case is being fought in the Federal Court of Australia.

Q: How long has Adidas protected its stripe trademark in Australia?

A: Adidas has held a registered trademark and an established commercial reputation for its three stripes in Australia since 1957.

Q: Which White Fox items are involved in the dispute with Adidas?

A: The lawsuit targets specific fast-fashion pieces, primarily hoodies, sweatpants, and shorts featuring the four-stripe layout.

Q: What penalties or outcomes is Adidas seeking?

A: Adidas is requesting damages, claiming White Fox must reimburse them for the items' profit plus interest and expenses.