Full Breakdown
Adidas sues Australian fast-fashion label White Fox over four-stripe designs
By Drooid · · How we work
Core Event: Trademark infringement claim
Adidas alleges White Fox’s four-stripe designs could mislead shoppers into thinking the brands are linked. It will ask White Fox to cease selling the items on 19 March and presented a purchased pair of White Fox lounge shorts as evidence. White Fox’s lawyers denied any breach on 8 October. A trial is slated for early 2027.
Background & Context
Adidas has held Australian registration of its three-stripe logo since 1957 and worldwide registration since 1952. It previously sued Pacific Brands in 2013 over four-stripe shoes and has defended its marks, though it lost broader three-stripe protection in the EU in 2025. White Fox, founded in 2013, expanded to the United States and the United Kingdom by 2024.
Timeline
- September 2026 – Adidas files the trademark infringement claim in Federal Court.
- 19 March 2026 (scheduled) – Request to stop selling four-stripe items; Adidas rep purchases a White Fox short the next day.
- 8 October 2026 (occurred) – White Fox counsel denies breach.
- Early 2027 – Court schedules a three- to four-day trial.
Data & Statistics
- Adidas reported record revenue of €24.8 billion (£21 bn; $28 bn) for 2025 and $39.9 billion for the same year (AAP).
- White Fox generated A$542 million (£286 m; $377 m) in the 12 months to June 2025, a four-fold increase from 2022.
- The retailer spent $52 million on marketing in the year to June 2025 and was fined A$187,800 in 2025 for late filing of accounts.
Official Statements & Responses
Adidas barrister Patrick Flynn SC argued the designs are intended to “trade off our reputation” and cited a photo of an influencer wearing White Fox shorts alongside genuine Adidas shoes, noting the action follows Adidas’s 2013 victory over Pacific Brands.
White Fox counsel Ed Heerey KC countered that the four stripes are decorative, pointing to similar usage by other Australian retailers such as Cotton On, Sportscraft, Glassons, Princess Polly and Shein. He noted Adidas’s slogan emphasizes its three-stripe identity, not a claim over four-stripe designs.
Justice Ian Jackman presided over the initial hearing and set the matter for a later trial.
Verbatim Quotes
- “There’s an intention to trade off our reputation,” — Mr Flynn
Conflicting Reports & Gaps
- Revenue figures: Adidas’s 2025 revenue is reported as €24.8 billion and $39.9 billion (AAP), reflecting differing currency conversions.
- Trial timing: Sources differ on the expected trial date, with some indicating “early next year” and others specifying “early 2027”. The court has not confirmed a final schedule.