Adidas is taking Australian fashion brand White Fox Boutique to court over a design that it says comes too close to its famous three-stripe trademark. The sportswear giant alleges that the online retailer has been selling and promoting clothes with four stripes in a way that could mislead shoppers and create an association with Adidas.According to a report by CNN affiliate 7News, Adidas filed its case in the Federal Court of Australia on September 18. The company claims it repeatedly asked White Fox to stop selling the disputed clothing throughout 2026, but its requests were rejected.The dispute now centres on whether White Fox’s four-stripe designs cross the line into trademark infringement, and whether the brand has benefited from the reputation Adidas has built around its signature stripes.
Why is Adidas taking White Fox to court?
Adidas has built much of its visual identity around its three-stripe design, which has been protected by a trademark in Australia since 1957, according to government records.The company alleges that White Fox has been using a four-stripe design on its clothing for months. Adidas’ lawyers argue that the similarity could lead shoppers to associate the products with the sportswear brand, even though they are sold by a different retailer.During a court appearance in Sydney on Friday, Adidas barrister Patrick Flynn also questioned how White Fox presents its clothing in promotional campaigns, 7News reported.He reportedly showed the court a campaign photograph featuring an influencer wearing White Fox apparel styled with Adidas footwear. According to Adidas, placing the two brands together could leave consumers with the impression that they are connected.“There’s an intention to trade off our reputation,” Flynn said, as reported by 7News.Adidas is seeking damages as well as action over what its lawyers describe as an attempt to create an association with the brand in consumers’ minds.The claims are allegations at this stage, and the court has yet to decide the dispute.
What has White Fox said?
White Fox Boutique has denied the allegations, according to 7News. Its legal team has argued that four-stripe designs are also used by other fashion retailers, including Princess Polly, Glassons and Shein.White Fox barrister Ed Heerey pointed to Adidas’ own branding when responding to the case.“Obviously Adidas has a reputation,” Heerey told the court on Friday. “Their own slogan is that it’s the brand with three stripes. Emphasis on the three,” he added.The argument puts the focus on whether White Fox’s four-stripe design is sufficiently similar to Adidas’ trademark to cause confusion or create an unwanted association between the two brands.
Why the dispute matters for White Fox
Launched in 2013, White Fox Boutique has built a strong following among teenagers and young adults in Australia, the US and the UK. The Sydney-based brand has more than 2.7 million followers on Instagram and is known for its online fashion and promotional campaigns.The case could have implications for how clothing brands use stripe patterns and other design elements that consumers may associate with established labels. Adidas’ complaint also highlights how the way products are styled and advertised can become part of a trademark dispute, not just the design of the clothing itself.For Adidas, the three-stripe mark is a long-standing part of its identity. The company has taken legal action over similar designs before.In 2013, Adidas successfully sued Australian consumer goods and apparel company Pacific Brands over shoes featuring a four-stripe design.The current case will now test Adidas’ claims against White Fox’s defence. Justice Ian Jackman has scheduled the dispute for a hearing in early 2027.Until then, the allegations remain contested, with the court yet to rule on whether White Fox’s designs infringe Adidas’ trademark.
