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Michael Jordan wins legal battle with Chinese sportswear brand

By Kristopher Fraser

Jan 15, 2021

Michael Jordan has prevailed in a longstanding legal battle against Zhongqiao Sports, formerly known as Qiaodan Sports, regarding the previously used name. Jordan claimed that the company profited off of his name (he is known as Qiaodan in China). The news was reported by Business of Fashion.

The lawsuit has been going on since 2012 after Jordan sued the Fujian-based company for not only using his namesake, but also building its brand identity around Jordan’s famous jersey number “23.” Jordan applied to China’s Trademark Review and Adjudication Board to have 78 disputed trademarks revoked.

The case has gone through multiple hearings, and for a while it seemed like it wouldn’t go in Jordan’s favor since China has a five year limit for challenging trademarks. In the end, the Shanghai No. 2 Intermediate People’s Court ruled that Qiaodan Sports must change its name and product trademarks. They must also compensate the famed basketball player 46,400 dollars. Zhongqiao Sports must also issue a statement online and in print indicating they had no ties with Michael Jordan or his brand.

photo: via nba.com