Michael Jordan Wins Rights to Chinese Name in Trademark Case

The Supreme People's Court of China ruled mostly in favor of Michael Jordan today in a highly-publicized trademark case.

The country's highest court ruled that Jordan owns the legal rights to his name in Chinese characters. However, the court said that there was no sufficient evidence to suggest Chinese buyers associate the Pinyin word 'Qiaodan' with his name.

His Airness first filed a claim against a Chinese company and the trademark authority in 2012, accusing the firm of misusing his name and identity. The Fujian-based firm, Qiaodan Sports Co. Ltd, is a sportswear and shoe manufacturer. 'Qiaodan' is a Chinese transliteration of the name Jordan. 

Qiaodan shoes feature a logo remarkably similar to the Jumpman logo used by Nike to promote Air Jordans.

Jordan accused the company of misleading consumers into believing Qiaodan shoes (left) are Air Jordans (right) when he first lodged a complaint with Chinese authorities.

In 2015, a Beijing court rejected the case on the basis that 'Qiaodan' was a common name. It also argued that it wasn't able to recognize that Qiaodan's logo was in fact an image of the basketball legend. 

The Michael Jordan crying meme.

Earlier this year, the Supreme People's Court accepted a retrial. The court heard Jordan's case on World Intellectual Property Day back in April, suggesting that the government wants showcase a public stance against infringements of intellectual property.

Today's ruling is said to be a landmark decision and could set a major precedent for foreign firms considering pursuing similar cases in China.

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