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Jordan Slam Dunks on Copycat Chinese Sportswear Brand Forcing Them to Change Their Name

Ding Yi / Jan 14, 2021 06:58 PM / Business & Tech

Chinese sportswear maker Qiaodan Sports has changed its name to Zhongqiao Sports two weeks after a Shanghai court ruled in favor of legendary basketball player Michael Jordan in a protracted trademark case related to the company’s unauthorized use of the Chinese characters that make up Jordan’s Chinese name, Xinhua News Agency reported on Wednesday.

In 2012, Jordan sued Fujian-based Qiaodan Sports for building its business and brand around his Chinese name and famous jersey number “23” without his permission, and applied to China’s Trademark Review and Adjudication Board for the revocation of 78 disputed trademarks.

On December 30, the Shanghai No. 2 Intermediate People’s Court ruled that Qiaodan Sports must stop using “Qiaodan”, the Chinese translation of Jordan, in its corporate name and product trademarks, issue a public apology in print and online to clarify it has no ties with him and compensate the star 300,000 yuan ($46,400) for emotional damage, according to the Xinhua report.

For Jordan-related trademarks that have been used for more than five years, Qiaodan Sports must take the necessary measures to indicate that they have no connection to the former basketball star, the court ruled.

Contact reporter Ding Yi (yiding@caixin.com)

Related: Sportswear-Maker Loses Fourth Trademark in Legal Tangle With Michael Jordan

 


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