Adidas sues White Fox over four-stripe design in Australian trademark case

Adidas has filed a lawsuit in Australia's Federal Court against White Fox Boutique, alleging that the Sydney-based fast-fashion retailer's use of a four-stripe design infringes on its trademark. The German sportswear company, which has held a trademark on its three-stripe design in Australia since 1957, claims the four-stripe design is "deceptively similar" and constitutes trademark infringement. Adidas states it issued repeated requests to White Fox throughout 2026 to cease selling and promoting clothes bearing the design, all of which were rejected.

During a Federal Court hearing on Friday, Adidas barrister Patrick Flynn argued that White Fox has been using the four stripes as a trademark for months and pointed to advertising material showing the company's products styled alongside genuine Adidas footwear. Flynn contended this pairing could mislead consumers into believing an association exists between the brands. "There's an intention to trade off our reputation," Flynn told the court. Adidas is seeking damages, including profits from the disputed products, plus interest and costs.

White Fox's legal team denies all claims, arguing that the four stripes are merely decorative rather than a trademark. The company's barrister Ed Heerey noted that other prominent Australian and international fast-fashion brands—including Princess Polly, Glassons, Shein, Cotton On, and Sportscraft—also use similar four-stripe designs on clothing. Heerey emphasised Adidas's own marketing slogan: "the brand with three stripes. Emphasis on the three." White Fox plans to argue that consumers would not be misled and that four-stripe placement on clothing differs from common trademark practice on footwear.

White Fox, founded in 2013 by Georgia and Daniel Contos, has grown significantly to become a major player in fast fashion across Australia, the UK, and the US, with 2.7 million Instagram followers. The company generated AU$542 million in revenue in the 12 months to June 2025. Adidas has a history of defending its stripe trademark in Australia: in 2013, it successfully sued Pacific Brands for selling shoes with a four-stripe design. However, the company has faced mixed results globally, recently losing trademark cases against luxury brand Thom Browne in the US, UK, and Germany.

Justice Ian Jackman scheduled the case for a three to four-day trial in early 2027. The dispute represents a significant test of how trademark law applies to decorative stripe designs in fast fashion.