Adidas sues White Fox over alleged trademark infringement

Adidas has initiated legal action against the Sydney-based fashion retailer White Fox in the Federal Court of Australia, alleging trademark infringement. The sportswear giant claims that White Fox’s use of a four-stripe design on its clothing is deceptively similar to Adidas’s iconic three-stripe branding and is an attempt to capitalise on the global brand's reputation.

Adidas representatives argued that the retailer has used the stripes as a trademark for months and has ignored previous requests to cease selling and promoting the disputed items. The legal team highlighted instances where influencers promoted White Fox clothing alongside genuine Adidas footwear, suggesting potential consumer confusion. Adidas noted that it has held the three-stripe trademark in Australia for over 50 years.

White Fox, founded by Georgia and Daniel Contos, denies the allegations. The company’s legal defense maintains that the four stripes are intended to be decorative rather than a trademark, noting that other fashion retailers use similar designs. A trial for the case is expected to take place in early 2027. Adidas is seeking orders to prevent further sales of the disputed designs and to recover profits made from the products.