Controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
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2026
Adidas-linked counterfeit goods case ends with store owner's fine
Fine or penalty
Sneaker Freakz owner Nathaniel Petersen paid a R100,000 admission-of-guilt fine after a Hawks investigation into the alleged sale of counterfeit Adidas and Nike sneakers and Lacoste T-shirts. The merchandise was suspected of being counterfeit; the report does not state that a determination was made that the brands themselves committed wrongdoing. The event is recorded as a controversy note concerning Adidas in connection with the suspected counterfeit branded goods.
Source excerpt
Nathaniel Petersen, 40, paid the admission-of-guilt fine on October 23 following a Hawks investigation into the alleged sale of fake Adidas and Nike sneakers and Lacoste T-shirts at his business, Sneaker Freakz.
2026
Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringement
Lawsuit filed
Adidas has sued Australian online fast-fashion retailer White Fox in the Federal Court, alleging that clothing sold with a four-stripe design is deceptively similar to Adidas's three-stripe trademark and trades off its reputation. Adidas claims White Fox rejected repeated requests to stop selling and promoting the four-stripe clothing, and it is seeking orders preventing White Fox from making four-stripe clothing and forcing it to hand over profits made on the products. The action was filed in September 2026; at the first court mention on Friday 9 October 2026, White Fox's barrister said the company would argue the four stripes are decorative rather than a trademark, and the court set the dispute down for a hearing in early 2027.
Stated objective. Adidas is seeking orders that will prevent White Fox making clothing with four stripes and force it to hand over profits it made on the products.
Company response
Denial — White Fox
White Fox’s barrister Ed Heerey KC said the Australian company would argue the four stripes emblazoned on the label’s clothing were simply decorative rather than a trademark.
Denial — White Fox
White Fox's legal team has defended the move, claiming that other Australian brands like Cotton On and Sportscraft sell items with "similar decorative stripes".
Denial — White Fox Boutique
Source excerpt
Global sportswear brand Adidas claims Australian label White Fox is trying to trade off its reputation by infringing its distinctive three-stripe trademark.
Adidas is suing the online fast-fashion retailer in the Federal Court for selling clothes with a four-stripe design, which it argues is deceptively similar to its classic design.
This might lead Australians to think Adidas is associated with White Fox and has approved of the design, the documents claim.
2026
adidas responds to criticism over wayang kulit post
Company response
In November 2026, adidas responded to criticism regarding a social media post about wayang kulit that did not clearly identify the art form's Indonesian origins. The brand apologized and stated that it should have highlighted those origins. The post's caption was subsequently edited to say that wayang kulit originated in Indonesia and inspired other parts of Southeast Asia. The response followed criticism of the original post, which had been seen as suggesting a different origin for the art form.
adidas apologized for a post about wayang kulit that did not clearly identify its Indonesian origins, and said it should have highlighted those origins. The caption was edited to say that wayang kulit originated in Indonesia and inspired other parts of Southeast Asia.
Company response
Apology — adidas
Adidas has also apologised for the post saying it was sorry for “any unintentional offence that may have been taken”.
Clarification — adidas
It added that wayang kulit is also a “significant part of Malaysia’s cultural heritage” but noted that the company “should have highlighted its origins from Indonesia in the post”.
Remediation — adidas
A quick check by MARKETING-INTERACTIVE found that the caption has since been edited to “Originating from Indonesia, wayang kulit has inspired other parts of Southeast Asia.”
Source excerpt
A quick check by MARKETING-INTERACTIVE found that the caption has since been edited to “Originating from Indonesia, wayang kulit has inspired other parts of Southeast Asia.”
Adidas has apologised for not clearly labelling that the wayang kulit, or shadow puppetry, originated in Indonesia in a post showcasing its influence on Malaysian culture.
2022
Termination of Ye and Yeezy partnership
adidas ended its relationship with Ye after controversial public statements by the artist. The decision ended production of Yeezy products and created continuing questions concerning inventory, commercial obligations and financial exposure.
2021
Nike sues adidas over Primeknit technology
Lawsuit filed
Nike's lawsuit alleges that adidas's Primeknit technology infringes six Nike patents and identifies 49 adidas shoe models using the technology.
Source excerpt
根据耐克在12月8日递交的诉状，阿迪达斯有49款鞋使用PrimeKnit技术，该技术侵犯了耐克的六项专利。
2020
Adidas apologizes over store rent deferral
Company response
Adidas apologized after criticism of its decision to defer rent payments for stores closed during coronavirus lockdowns. The company stated that it had paid landlords the rent for April. The controversy centered on the brand's initial decision to defer rent for closed stores, which drew criticism, prompting the apology and the confirmation that April rent had been paid.
Company response
Apology — Adidas
“We would therefore like to apologize to you formally. We have paid our landlords the rent for April,” it said.
Source excerpt
“We would therefore like to apologize to you formally. We have paid our landlords the rent for April,” it said.
German sportswear maker Adidas apologizes on Wednesday for saying it would stop paying rent for stores around the world forced to close by coronavirus lockdowns after a storm of criticism, saying it would pay up for April after all.
2020
Adidas pledges hiring and investment measures addressing racial inequity
Company response
Adidas pledged to invest $20 million in the Black community in the United States and ensure that at least 30 percent of new US jobs at Adidas and Reebok are filled by Black and Latino people. The company said it must do more to fight racism and improve its company culture.
Stated objective. Fight racism and improve company culture to ensure equity, diversity and opportunity.
Source excerpt
The Adidas managing board said in a statement it recognised the contribution of the black community to its success, but admitted the company must do more to fight racism and improve company culture to ensure equity, diversity and opportunity.
Adidas has pledged to invest $20 million in the black community in the United States and make sure that at least 30 percent of all new US jobs are filled with black and Latino people at its Adidas and Reebok brands.
NEW YORK: Adidas AG, facing pressure from a growing number of its black employees, says it will fill at least 30% of its new positions with black and Latino people..The Germany-based company also said Tuesday it will invest $20 million in its black communities in the U.S. over the next four years.