Adidas has launched a lawsuit against the Australian online retailer White Fox in the Federal Court, alleging the use of a four-stripe pattern that mimics its trademarked three-stripe design. The sportswear giant claims the retailer is attempting to benefit from its brand reputation, while White Fox argues the stripes are merely decorative. The legal battle was first brought before the court on Friday 9 October 2026.
Adidas has initiated legal proceedings in the Federal Court against the Australian online retailer White Fox. The sportswear company alleges that the retailer is using a design featuring four parallel stripes of equal width on its clothing, which is deceptively similar to the Adidas three-stripe trademark. This dispute was first mentioned in court on Friday 9 October 2026, before Justice Ian Jackman.
The legal team representing Adidas claims that the retailer is attempting to capitalise on the sportswear brand's established name. Patrick Flynn SC, barrister for Adidas, stated that "There’s an intention to trade off our reputation". The company further alleges that White Fox has ignored repeated requests to stop the sale and promotion of these four-striped items since March.
Adidas is seeking specific court orders to prevent White Fox from producing any more four-striped clothing. Beyond stopping the sales, the company is also seeking the return of profits, interest, and legal costs. The core of the dispute rests on whether the four-stripe pattern creates a false association between the two brands for consumers.
The company also claims that White Fox has used advertisements featuring individuals wearing genuine Adidas products to create a misleading link between the brands. Furthermore, Adidas alleges that following the commencement of legal proceedings in September, the Adidas logo on certain footwear in an online listing was digitally altered to remove one stripe, and later all three stripes were removed entirely.
Lawyers representing White Fox intend to argue that the stripes used on the clothing are purely decorative rather than a trademarked symbol. Ed Heerey KC, barrister for White Fox, noted that "Obviously Adidas has a reputation". However, he added that "Their own slogan is that it’s the brand with three stripes. Emphasis on the three."
The legal defence for the retailer will point to other brands that currently sell items featuring similar decorative stripes. According to the lawyers for White Fox, companies including Princess Polly, Glassons, Shein, Cotton On, and Sportscraft also sell products with similar designs. This is intended to show that the use of stripes is a common practice in the fashion industry.
White Fox was established in Sydney in 2013 and has since grown its presence into the United States and the United Kingdom. The retailer, which expanded into the UK market in 2024, is a popular choice for teenagers and young adults in the UK. The business was founded by Georgia Contos and Daniel Contos, with Melina Maceri, the mother of Daniel Contos, listed as the owner.
The court must now determine whether the use of four stripes is deceptively similar to the Adidas trademark. A key part of the upcoming legal process will involve deciding whether consumers would actually be misled by the design. The arguments will centre on the distinction between a decorative element and a protected brand identifier.
The financial scale of the two companies involved is vast, highlighting the high stakes of the litigation. According to BBC News, Adidas recorded a revenue of €24.8 billion (£21bn; $28bn) in 2025. The Guardian reports that the company's revenue for that same year reached $39.9bn.
In contrast, White Fox has seen significant growth since its inception in 2013. According to BBC News, the retailer generated AU$542m (£286m; $377m) in revenue during the 12 months leading up to June 2025. This follows a period of rapid expansion, up from a revenue of $121m in 2022, according to the Australian Financial Review via BBC News.
The history of the Adidas trademark in Australia is long-standing. BBC News reports that the company has held its three-stripe trademark in the country since 1957. This long-term protection forms the basis of the current legal challenge against the Australian label.
The legal battle follows a history of similar trademark enforcement by the sportswear giant. The Guardian and BBC News report that in 2013, Adidas successfully sued Pacific Brands for the sale of shoes featuring four stripes. However, the company has also faced recent setbacks, having lost trademark infringement cases against Thom Browne in the US, UK, and Germany.
The current proceedings in the Federal Court represent the beginning of a lengthy legal process. The dispute was heard by Justice Ian Jackman, with Patrick Flynn SC appearing for Adidas and Ed Heerey KC representing White Fox. The court will need to weigh the arguments regarding decorative use versus brand deception.
The litigation will focus heavily on the visual similarities between the products and the potential for consumer confusion. As the case progresses, the court will examine the evidence regarding the digital alteration of online listings and the marketing strategies used by White Fox. The outcome could have wider implications for how fashion retailers use striped patterns.
While the initial mention of the case has taken place, a full resolution is not expected immediately. The legal teams must prepare for a more intensive period of scrutiny regarding the branding and advertising practices of the Australian retailer.
A hearing or trial is expected to take place in early 2027 or early next year.
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