Adidas takes White Fox to court over four stripes

Three stripes and you’re out. Four stripes, and you could end up in federal court.

Adidas has sued Australian fashion label White Fox Boutique, alleging its four-stripe clothing infringes the sportswear giant’s three-stripe trademarks. The dispute also takes in White Fox’s advertising, with Adidas alleging the designs could lead shoppers to believe the brands are connected.

According to The Guardian, Adidas alleges the designs are “substantially identical with or otherwise deceptively similar” to its trademarks. Its evidence includes photographs of White Fox advertising on Sydney buses.

Adidas previously won an Australian case against Pacific Brands involving four-stripe shoes, although its overseas battles have produced mixed results. 

READ MORE: White Fox reported to TikTok by Ad Standards

A $52 million marketing bill

White Fox spent $52 million on marketing in the year to June 2025, according to its financial accounts. Revenue across its Australian and US operations totalled $542 million.

Sydney founders Georgia and Daniel Contos own the business alongside Daniel’s mother, Melina Maceri. 

The Australian corporate regulator fined the retailer $187,800 in 2025 after it submitted its accounts late.

A separate advertising complaint saw White Fox withdraw a social media campaign in April. Ad Standards found the advertisement promoted excessive drinking and unsafe behaviour, raising concerns given the label’s “strong youth audience”.