Adidas has launched legal action against Australian fashion label White Fox Boutique, accusing the company of selling clothing that is too similar to its famous three-stripe designs.
The German sportswear giant has taken the dispute to the Federal Court of Australia, arguing that White Fox’s use of four stripes on some clothing is deceptively similar to Adidas’ long-established trademark.
According to court documents, Adidas claims White Fox continued selling the disputed clothing despite requests to stop.
The sportswear company says its representatives purchased a number of White Fox products and collected photographs of the brand’s advertisements around Sydney as evidence for the case.
The dispute centres on clothing that White Fox began selling with four stripes earlier this year. Adidas argues that the designs could cause consumers to believe the products were made, approved or endorsed by Adidas.
Adidas has held rights to its three-stripe trademark for decades and has aggressively defended the branding in courts around the world.
The company also alleges that some White Fox advertising created additional confusion by showing the Australian brand’s clothing alongside Adidas footwear. Adidas claims some images were subsequently digitally altered.
White Fox, which has built a large following among younger consumers in Australia and overseas, has not been ordered to stop selling the products at this stage. The legal proceedings will determine whether the designs breach Adidas’ trademark rights.
Adidas is seeking orders that would prevent further sales of the disputed products, along with financial compensation and a declaration that its trademark rights have been infringed.
The case will now move through the Federal Court, where both sides will have an opportunity to present their arguments.
The dispute highlights the difficulties fashion companies face when using designs that resemble established trademarks. For Adidas, the case is another effort to protect one of the most recognisable visual identities in the sportswear industry.
