Clothing label White Fox sued for selling tracksuit ‘deceptively similar’ to Adidas
Australian fashion brand White Fox Boutique is being taken to court by Adidas in a dispute over striped clothing designs.
The sportswear giant has brought the case before Australia's Federal Court, alleging that White Fox's use of four stripes on its garments infringes its trademark rights.
During proceedings on Friday (9 Oct), Adidas' barrister Patrick Flynn SC argued that the retailer had been using the design in a way that could lead shoppers to associate its products with the established sportswear label.
Flynn also drew attention to promotional images showing a White Fox-endorsed influencer wearing the brand's four-stripe shorts with Adidas footwear, arguing that the combination could cause confusion among consumers.
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"There's an intention to trade off our reputation," Flynn said, as per The Guardian.
He described the case as 'not uncharted territory', referencing Adidas’ successful 2013 trademark infringement action against another retailer over shoes featuring four stripes.
"This is a pretty simple matter," he added.
White Fox is contesting the claim, however.
The brand's barrister, Ed Heerey KC, argued that the stripes were decorative details rather than a sign identifying the source of the clothing.
He also cited other fashion retailers, including Princess Polly, Glassons and Shein, which sell items featuring four-stripe designs.
"Obviously Adidas has a reputation," Heerey responded. "Their own slogan is that it’s the brand with three stripes. Emphasis on the three."
The defence is expected to challenge whether White Fox's designs are deceptively similar to Adidas' trademark and whether consumers would actually be misled.
Heerey also argued that a precedent involving stripes on footwear did not necessarily apply to clothing, where such placement was not an established practice.
Adidas, which has held its three-stripe trademark in Australia for more than 50 years, is seeking an order preventing White Fox from producing the disputed garments.
It is also seeking the profits the retailer made from the products.
According to Adidas' claims, the company had previously asked White Fox to stop selling and promoting the items.
Founded in Sydney in 2013 by Georgia and Daniel Contos, White Fox has expanded into the UK and US, building its profile through social media and influencer marketing. The retailer generated $542 (AUD) million in revenue in the year to June 2025.
Adidas, meanwhile, reported record revenue of $39.9 billion (USD) in 2025, although its efforts to protect its stripe trademarks have met with mixed results in international courts.
Justice Ian Jackman has scheduled a hearing for early 2027.
The allegations remain to be determined by the court.
Tyla has contacted White Fox for comment.
Rhianna Benson