Adidas Sues White Fox Over Deceptively Similar Four-Striped Design

Adidas has taken Australian fashion label White Fox to court. Alleging that the company's use of a four-striped design is a blatant infringement on the German brand's trademarked logo. The sportswear giant had previously requested White Fox to cease selling and promoting the garments, but the Sydney-based company refused to comply.

White Fox, founded by Georgia and Daniel Contos in 2013, has been expanding its presence in the US and UK markets. The company's revenue has surged, with AU$542m generated in the 12 months to June 2025, a four-fold increase from its 2022 figure of $121m.

In Federal Court documents, Adidas states that its three-striped design has a "substantial and valuable reputation" in Australia, where it has been trademarked since 1957.

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Adidas asserts that White Fox's designs are substantially similar to its three-striped logo. This has been protected by trademark in Australia since 1957. The company believes that this similarity will cause confusion among consumers, potentially damaging its reputation.

The company is seeking damages, including the profit made from White Fox's products, interest, and costs. Adidas is also seeking an injunction to prevent White Fox from selling and advertising the infringing garments.

The dispute highlights the importance of trademark protection and the need for companies to ensure that their designs are original and do not infringe on existing trademarks. Adidas' decision to take White Fox to court is a significant development in the fashion industry. Particularly in terms of design and intellectual property rights.

White Fox's growing presence in the global market has raised questions about the company's business practices and its ability to navigate complex intellectual property issues. The Australian fashion landscape is becoming increasingly competitive, with companies like White Fox seeking to establish themselves as major players. The outcome of this case will have significant implications for the fashion industry.

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And will be closely watched by companies and consumers alike.

In a broader context, the dispute also highlights the global nature of the fashion industry, with companies operating across multiple markets and jurisdictions. The €24.8 billion revenue reported by Adidas in 2025. And the £286m revenue generated by White Fox in the UK, demonstrate the significant financial stakes involved in this dispute.

As the case unfolds, it remains to be seen how the Australian courts will rule on the matter, and what implications this may have for both companies' futures in the fashion industry.