China's top court rules in
Michael Jordan's favor in trademark case
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[December 08, 2016]
By Adam Jourdan
SHANGHAI
(Reuters) - China's highest court has ruled in favor of former
basketball star Michael Jordan in a long-running trademark case relating
to a local sportswear firm using the Chinese version of his name,
overturning earlier rulings against the athlete.
The ruling is a rare bit of good news for a foreign brand in China,
where companies, including iPhone maker Apple Inc and shoe brand New
Balance, have often come out on the losing side in trademark disputes.
The former Chicago Bulls player sued Qiaodan Sports in 2012, saying the
company located in southern Fujian province had built its business
around his Chinese name and famous jersey number "23" without his
permission.
In 2015 a court ruled in favor of Qiaodan Sports over the trademark
dispute, a ruling which was then upheld by the Beijing Municipal High
People's Court. After that ruling Jordan's legal team said they would
take the case to China's top court.
The Chinese characters for Jordan's name read as "Qiaodan" in
basketball-mad China, which also has a homegrown superstar in former
Houston Rockets player Yao Ming.
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On Thursday, China's Supreme People's Court overturned earlier rulings
in favor of Qiaodan Sports using the characters for Jordan's Chinese
name, although it upheld a ruling allowing the firm to use the Romanized
version "Qiaodan".
It added the Chinese firm's actions had displayed "malicious intent" by
registering trademarks for Jordan's Chinese name.
"I am happy that the Supreme People's Court has recognized the right to
protect my name through its ruling in the trademark cases," Jordan said
in a statement sent to Reuters.
"Chinese consumers deserve to know that Qiaodan Sports and its products
have no connection to me."
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![](../images/120816pics/busine13.jpg)
NBA basketball great Michael Jordan pauses during a ceremony where
he was inducted into the North Carolina Sport Hall of Fame, during
halftime of the NBA basketball game between the Toronto Raptors and
Charlotte Bobcats, in Charlotte, North Carolina December 14, 2010.
REUTERS/Chris Keane
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The Chinese firm said in a statement on its verified microblog that it
respected the court's judgment and would, according to law, carry out
proper protection on the firm's products and their intellectual property
rights.
Reuters could not immediately reach the company for further comment.
Jordan, who has a net worth of $1.24 billion according to Forbes, is the
majority owner of the Charlotte Hornets basketball team and has a
lucrative endorsement contract with Nike Inc, which makes Air Jordan
shoes.
A separate naming rights case is still to be heard.
(Reporting by Adam Jourdan and SHANGHAI newsroom; Editing by Muralikumar
Anantharaman)
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