Adidas is taking legal action against Australian brand White Fox, claiming its four-striped designs are “deceptively similar” to the well-known three-stripe logo of the sportswear company.
Since March, Adidas has repeatedly asked White Fox to cease selling and promoting these items, but the Sydney-based label has refused to comply. White Fox has gained popularity among young consumers in Australia, the UK, and the US through billboards, bus ads, and university-aged influencers.
In a hearing at the Federal Court on Friday, White Fox’s lawyers denied any trademark infringement. While they have not submitted a formal defence, they indicated they plan to argue that other major Australian brands, such as Cotton On and Sportscraft, also feature similar stripe designs.
Adidas’ legal team stated that White Fox intended to benefit from its reputation by using these four stripes. A trial, expected to last three to four days, is anticipated early next year.
According to Adidas, its three-stripe logo has been trademarked in Australia since 1957 and has a “substantial and valuable reputation.” The company alleges that since at least March, White Fox has been advertising clothing with four equally spaced stripes, constituting a violation of Adidas’s trademark.
Adidas claims that White Fox’s designs closely resemble theirs and that advertisements for the four-striped items, as well as White Fox-branded socks, show individuals wearing genuine Adidas products. This could mislead consumers into believing that Adidas endorses or is associated with White Fox’s design, potentially creating confusion between the two brands.
Additionally, Adidas is seeking damages and requests that White Fox pay profit from these products, along with interest and costs associated with the case.
