The first court hearing between the Australian arm of global sporting brand Adidas and Australia’s own White Fox Boutique over alleged copyright infringement has just taken place, with White Fox yet to file a formal defence.
Legal action by Adidas was first tabled in mid-September, with media reports claiming this is over a four-stripe design that featured on White Fox clothing.
According to Adidas, the pattern has a similar look to its trademark three-stripe design.
Media reports also reveal the claim covers White Fox advertising, including ads on the side of buses, with Adidas alleging some promotions may cause consumers to think the two brands are associated.
The first court hearing was held on October 9, with no new court date listed as yet. Since launching the legal action, Adidas has submitted a statement of claim, and tabled an amended document on October 1.
While a formal defence document has yet to be filed by White Fox, media reports note that the brand denied any breach of trademark during the hearing last week.
According to the Independent UK, White Fox's lawyers told the court that the company plans to argue that other major Australian brands, including Cotton On, Sportscraft and Glassons, also sell clothing featuring “similar decorative stripes”.
Meanwhile, lawyers for Adidas told the court that White Fox has "intention to trade off our reputation" with its advertisements and by selling clothes with four stripes.
Ragtrader has reached out to the law firms representing Adidas and White Fox for comment.
Founded in 2013, White Fox has since scaled into a global online store. In FY25, the brand recorded $542.5 million in sales, which was up by 21 per cent on FY24, with gross profit hitting $252.5 million, up from $230.9 million in FY24.
Adidas is publicly listed in Europe, with the business reporting record net sales of €6.7 billion (~A$10.7 billion) in the second quarter of 2026, which is up 14 per cent in currency-neutral terms.
Adidas CEO Bjørn Gulden said all regions saw double-digit growth, except Europe, which grew 6 per cent.