Adidas accuses Australian label White Fox of ‘trading off its reputation’ with use of four-stripe branding

Global sportswear giant Adidas has filed a lawsuit against Australian online retailer White Fox for allegedly infringing on its distinctive three-stripe trademark. The sportswear brand alleges that White Fox is trading off its reputation by using a four-stripe design that is deceptively similar to Adidas's classic three-stripe design.

The Australian company has been using the four parallel stripes on clothing for months, according to Adidas's barrister Patrick Flynn SC, and the use of these stripes in promotions could potentially confuse consumers. Adidas, which holds the trademark for the three-stripe design in Australia for over 50 years, has previously sued another retailer for infringement over shoes with four stripes in 2013.

White Fox's barrister Ed Heerey KC argues that the company will contest whether the four stripes on its clothing are simply decorative or a trademark. He points out that other brands, including Princess Polly, Glassons, and Shein, also use clothing with four stripes. The boutique will also examine whether consumers would be misled by the use of four stripes and whether Adidas can successfully prove deception.

The dispute is set for a hearing in early 2027, marking the first high-profile litigation of this kind against White Fox Boutique, which has grown to generate $542m in revenue in the year to June 2025.