Adidas sues White Fox over four-stripe design 'deceptively similar' to iconic logo

Adidas is suing Australian label White Fox in the Federal Court, claiming the fast-fashion brand's four-striped clothing is "deceptively similar" to its own iconic three-stripe logo [1, 2]. The German sportswear titan, which generated €24.8 billion in revenue last year, has been trying to get White Fox to stop selling these items since March, but the Sydney-based company has refused ^[1].

White Fox, popular with young adults in Australia, the UK, and the US, denies any trademark breach ^[1]. Its lawyers told Justice Ian Jackman that the four stripes are merely decorative and that other brands like Cotton On and Glassons also sell similarly striped clothing [1, 2].

Adidas argues that White Fox is "drawing an association in the minds of consumers" and has an "intention to trade off our reputation" [1, 2]. The company's three-stripe design has been trademarked in Australia since 1957 and holds a "substantial and valuable reputation" [1, 2].

Evidence presented by Adidas included side-by-side comparisons of products and images of White Fox advertisements featuring people wearing genuine Adidas items alongside White Fox's four-striped clothing [1, 2]. One example highlighted an online listing where a model wearing White Fox-branded socks was also sporting pink Adidas shoes ^[1].

Allegations surfaced that days after court proceedings began last month, the Adidas logo on the shoes in the online image was digitally altered to remove one stripe, and then all three stripes were scrubbed a week later [1, 2]. Adidas is seeking damages, including White Fox's profits from the disputed products, plus interest and costs [1, 2].

This legal action represents the first significant litigation of its kind against White Fox ^[2]. The company, launched in 2013 by Georgia and Daniel Contos, saw its revenue jump to AU$542 million in the 12 months to June 2025 [1, 2]. A trial lasting three to four days is anticipated to occur early next year ^[1]. Adidas successfully sued Pacific Brands in Australia for selling four-striped shoes in 2013 [1, 2]. The story was first reported by BBC News and Daily Mail.