After four years of struggle, Michael Jordan gains victory on name in China

Michael Jordan, the legend of American basketball won a rare win of his long-running trademark case against a China-based sportswear company which said to be using his name.

China’s top court SPC handed the case in favour of Mr. Jordan, which was against a Qiaodan Sports Co, a domestic sports company trading under a name identical to Jordan’s Chinese meaning, “Qiaodan”, which is pronounced at “Chee-aw-dahn”. The word is a Chinese image of Jordan’s name, which is popularly recognized by the Chinese customers.

Michael Jordan in a statement after winning the lawsuit said “

“Over the past three decades, I have built my reputation and name into a globally recognized brand. Nothing is more important than protecting your own name, and today’s decision shows the importance of that principle,” Today’s decision ensures that my Chinese fans and all Chinese consumers know that Qiaodan Sports and its products have no connection to me.”

However, the court clearly rejected his claim regarding the spelling of “Qiaodan, which means Mr. Jordan will have not exclusive rights to make use of the alphabetic spelling “Qiaodan”.  

It all started in 2012 when Michael Jordan realized and accused Qiaodan Sports Company for using his name and identity in an unauthorized manner.

All his appealed to Trademark Review and Adjudication Board of the State Administration for Industry & Commerce and adjudication of the trademark authority were failed. In 2015, Jordan appealed to SPC on basis of the Administrative Procedural law resulted in victory.

There was another lawsuit against Qiaodan Sports in 2012, wherein the former Chicago Bulls player accused the company for using his Chinese name on popular “23” number jersey without his grant!