Earning Your Stripes: Adidas vs. The Fashion World

 Category: Trade Dress & Visual Branding

The Backstory Adidas is synonymous with its “Three-Stripe” mark. It is a simple geometric design, but one the company defends aggressively. In 2015, fast-fashion giant Forever 21 launched a line of clothing featuring striped designs that looked strikingly similar to Adidas’ branding.

The Legal Dispute Adidas sued, claiming “Trade Dress” infringement. Forever 21 fought back, arguing that “stripes” are a generic, decorative element used by everyone in fashion and that Adidas shouldn’t be allowed to monopolize them. They called Adidas a “bully” for suing dozens of brands over simple lines.

The Outcome While the specific terms of the settlement remain confidential, Adidas has successfully maintained its rights. The courts have generally recognized that even a simple design element, if used consistently over decades, acquires “secondary meaning.” When consumers see three stripes on a shoe, they think “Adidas”—and that link is protectable property.

Key Lesson for Businesses Simplicity is protectable. You don’t need a complex logo to have a trademark. Colors (like Tiffany Blue), sounds (like the Netflix “Ta-Dum”), and patterns (like Burberry plaid) can all be powerful assets if registered and defended.

• How ASEAN IPR Helps: We assist in registering non-traditional marks and Industrial Designs, helping you lock down the visual identity of your products so competitors can’t “borrow” your aesthetic.