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

Adidas, the global sportswear giant, has filed a lawsuit against Australian online retailer White Fox for allegedly exploiting its reputation through the use of a four-stripe branding on its clothes. The Sydney-based company claims that White Fox is trying to benefit from its classic three-stripe trademark by infringing upon its distinctive design.

White Fox dismissed repeated requests to cease selling and promoting clothing featuring the four parallel stripes, according to Adidas's barrister Patrick Flynn SC. The barrister pointed out a photograph of a White Fox-endorsed influencer wearing the company's four-stripe shorts alongside Adidas shoes, arguing that this promotion would likely mislead consumers.

The three-stripe design, held by Adidas for over 50 years in Australia, has been successfully protected against infringement in the past, including a 2013 case against another retailer. White Fox's attorney, Ed Heerey KC, contended that the four stripes on the label's clothing were merely decorative and not a trademark. He also mentioned that similar items from other brands, such as Princess Polly, Glassons, and Shein, bear four stripes without causing consumer confusion.

The boutique intends to challenge whether the four stripes are indeed deceptively similar to Adidas's trademark and whether it would cause consumers to be misled. The matter was set for a hearing in early 2027, marking the first major legal battle between the two brands. Founded in 2013, White Fox has gained prominence through social media and influencer marketing, expanding to the US and UK and generating $542 million in revenue in the year to June 2025.

Adidas, meanwhile, has vigorously defended its three-stripe trademark worldwide, recently losing trademark infringement cases against luxury brand Thom Browne in the US, UK, and Germany. The upcoming litigation could prove to be a significant challenge for Adidas in the fast fashion industry.