Adidas has taken legal action against Sydney‑based fashion label White Fox, alleging that its new line of apparel featuring a four‑stripe pattern is a deceptive imitation of the German sportswear giant’s iconic three‑stripe logo.
The lawsuit was filed in the Federal Court of Australia, and a hearing is set to begin this Friday. Adidas claims it has repeatedly asked White Fox to cease selling and advertising the contested items since March, but the Australian company has ignored the requests.
White Fox, founded in 2013 by Greek‑Australian couple Georgia and Daniel Contos, has seen its revenue quadruple to AU$542 million in the year to June 2025, riding a wave of popularity among teens and young adults across Australia, the UK and the US.
Central to the case are copies of Adidas’ trademarked trio of parallel stripes, which it has protected in Australia since 1957, and side‑by‑side photos of White Fox sweatpants, lounge shorts and socks that the court says copy the same visual elements.
Adidas also presents evidence of billboard and bus advert campaigns where the White Fox brand is promoted while people are seen wearing “authentic” Adidas shoes, allegedly creating a false impression of endorsement.
The German group says that the effect is a “deceptive similarity” that could lead Australian consumers to think it has authorized the design. It is seeking damages, including profit, interest and legal costs.
White Fox counters that the four‑stripe look is a distinct aesthetic choice, but Adidas is determined to defend its long‑standing identity.
This legal clash follows a 2013 victory for Adidas against Pacific Brands in a similar infringement case involving four stripes.
