Adidas has filed a lawsuit in the Australian Federal Court against fast‑fashion startup White Fox, alleging the newer brand is selling and advertising garments that feature a four‑stripe design “deceptively similar” to the German group’s iconic three‑stripe logo.
Adidas says it has repeatedly requested White Fox to stop marketing the items – the move stands out because the complainant opened a case just a few weeks ago, with the first hearing set for Friday.
White Fox, founded by Greek‑Australian couple Georgia and Daniel Contos, has seen rapid growth overseas and generated AU$542 million in revenue last year, a four‑fold jump from 2022. Adidas claims its three‑stripe motif, registered in Australia since 1957, is a “substantial and valuable reputation,” and that the quartet of parallel stripes used by White Fox “is largely indistinguishable to the untrained eye.”
The German conglomerate’s complaint includes side‑by‑side images of White Fox sweatpants and lounge shorts, as well as billboards around bus stops that feature the four‑stripe pattern. One illustration shows a White Fox‑branded sock modelled in pink Adidas shoes – the Adidas graphic was digitally modified to remove the third stripe in the original listing, after the photos were taken.
Adidas is seeking damages for the profit that White Fox has allegedly taken from the design, plus interest and legal costs. The case follows a 2013 victory against Pacific Brands, which had sold shoes with a four‑stripe motif.
White Fox’s lawyers declined to comment, and it has yet to file an answer. The outcome may shape how sportswear brands defend the corporate memory captured in visual patterns and how emerging labels can push the boundaries of design without infringing established trademarks.
