Jordan Brand Wins Legal Battle Against Chinese Brand Qiaodan Sports
After an eight-year , has finally won out against rival Chinese sportswear brand Qiaodan Sports.
‘The ruling made by the top court not only recognised Jordan’s right to protect his name across China, but also upheld the equal protection standards offered in IP disputes,’ said Kang Lixia, an IP lawyer from Beijing Conzen Law Firm.
The name Qiaodan itself, which translate in Chinese to ‘Jordan’, can no longer be used following the ruling. However, the brand can still make use of the dubious silhouetted basketball player logo, which bears an uncanny resemblance to the iconic Jumpman.
Back in 2016, Michael Jordan won a case against Qiaodan giving him the trademark to his name written in Chinese characters. Shortly after, China’s top court allowed Qiaodan to use its name in Romanised English.
Qiaodan have since used their social media channels to stress that business would not be interrupted, as only four of their 74 trademarks have been affected by the latest ruling.