Adidas sues White Fox fashion label over four stripes design | CNN Business

Sportswear giant Adidashas filed a lawsuit against popular Australian online fashion brand White Fox Boutique for selling and promoting clothes featuring a four-stripe design that Adidas claims is deceptively similar to its own three-stripe trademark, CNN affiliate 7News reported

In a filing lodged with the Federal Court of Australia on September 18, and seen by 7News, the German brand said it issued repeated requests to Sydney-based White Fox throughout 2026 to cease the sale of the clothes — all of which, it said, were rejected

White Fox, which was launched in 2013, is popular with teens and 20-somethings in Australia, the US and the UK, boasting more than 2.7 million followers on Instagram

Speaking in court in Sydney on Friday, Adidas’ barrister, Patrick Flynn, alleged that White Fox has been emblazoning its products with four stripes for months, 7News said

The lawyer also took issue with promotional material White Fox has circulated, the outlet reported, as the boutique’s clothes are often paired with genuine Adidas shoes

Flynn showed the court a campaign photograph of an influencer adorned in White Fox apparel and styled with Adidas footwear, 7News reported, demonstrating how the products’ proximity might confuse shoppers

“There’s an intention to trade off our reputation,” Flynn said

As well as the alleged trademark breach, Adidas is seeking damages from White Fox for what its lawyers said is White Fox “drawing an association in the minds of consumers.”

Lawyers for White Fox denied all claims, arguing that other fast-fashion labels including Princess Polly, Glassons and Shein have also opted for a four-stripe look, 7News reported

“Obviously Adidas has a reputation,” White Fox’s barrister, Ed Heerey, told the court on Friday. “Their own slogan is that it’s the brand with three stripes. Emphasis on the three,” he added

CNN has reached out to White Fox Boutique and Adidas for comment

Adidas has had a trademark on its three-stripe design in Australia since 1957

Back in 2013, it successfully sued Australian consumer goods and apparel company Pacific Brands because it sold shoes with a four-stripe design

Justice Ian Jackman slated the dispute for a hearing in early 2027