Adidas has initiated legal action against Australian label White Fox, alleging that the company's four-striped clothing design is "deceptively similar" to its own three-striped logo. The lawsuit, filed in the Federal Court, follows Adidas's claims that it has repeatedly requested White Fox to cease selling and promoting the items since March, which the company has not complied with.
White Fox, a fast-fashion retailer popular among teenagers and young adults in Australia, the UK, and the US, has utilized various advertising methods including billboards and social media influencers to enhance its visibility. In court, White Fox's lawyers denied any trademark infringement and indicated plans to argue that other Australian brands, such as Cotton On and Sportscraft, also use similar stripe designs.
Adidas's legal representatives asserted that White Fox's actions were intended to capitalize on Adidas's reputation. The company claims its three-striped design has been trademarked in Australia since 1957 and holds significant value. Adidas contends that White Fox's four stripes are substantially identical or deceptively similar to its trademarked design.
The court documents state that White Fox's advertisements feature individuals wearing Adidas products, which could mislead consumers into believing there is an endorsement or association between the two brands. Adidas is seeking damages, including profits from White Fox's sales, plus interest and costs.
Evidence presented by Adidas includes side-by-side comparisons of its products with those of White Fox, as well as advertisements showing White Fox items alongside Adidas apparel. The lawsuit also mentions that shortly after the legal proceedings began, White Fox altered images of its products to remove the Adidas logo.
White Fox was established in 2013 by Georgia and Daniel Contos and has expanded its market presence into the US and UK. The company reported AU$542 million in revenue for the year ending June 2025, a significant increase from AU$121 million in 2022. A trial is anticipated to occur early next year, lasting three to four days.