Adidas sues White Fox over four-stripe clothing design

Adidas has initiated legal action against Australian fashion brand White Fox, claiming that the label’s use of a four-stripe design on its apparel infringes upon Adidas' iconic three-stripe trademark. The lawsuit, filed in the Federal Court, alleges that White Fox's branding is "deceptively similar" to the imagery Adidas has used and protected since 1957. Adidas argues that the use of four parallel stripes could mislead consumers into believing there is a formal association or endorsement between the two companies.

According to court documents, the sportswear giant has been attempting to resolve the matter outside of court for several months. Adidas claims it first requested that White Fox cease selling and promoting the disputed items in March, but the Australian label reportedly ignored these demands. White Fox, which was established in 2013, has built a significant market presence, particularly among younger consumers, through aggressive social media marketing and advertising strategies that Adidas contends capitalize on its established brand identity.

In its filing, Adidas provided the court with side-by-side product comparisons and examples of altered advertising images to demonstrate the potential for consumer confusion. The company is seeking damages for trademark infringement and a court order to prevent White Fox from further using the four-stripe motif. While the legal proceedings continue, White Fox has reportedly experienced significant revenue growth, emphasizing the commercial value of the branding currently under scrutiny in the Federal Court.