Michael Jordan simply gained some critical floor in his battle with a Chinese language sportswear firm over using his identify on the earth’s most populous nation.
The basketball nice has been locked in a authorized struggle with Qiaodan Sports activities for years. “Qiaodan” is the Chinese language rendering of the identify Jordan, and the sportswear agency’s main logo bears a placing resemblance to the long-lasting Air Jordan image used on Nike (NKE) merchandise.
China’s prime courtroom dominated on Thursday that the Chinese language firm should cease utilizing the 2 Chinese language characters for “Qiaodan.”
Huge Western manufacturers like Apple (AAPL, Tech30) and Pfizer (PFE) have struggled to defend a few of their product names in China. And Qiaodan Sports activities, which has greater than 6,000 shops throughout the nation, had gained a collection of victories in opposition to Jordan in decrease courts.
Jordan mentioned that he was proud of Thursday’s ruling.
“As we speak’s choice ensures that my Chinese language followers and all Chinese language shoppers know that Qiaodan Sports activities and its merchandise haven’t any connection to me,” he mentioned in an announcement.
However the former NBA star, listed by Forbes because the highest paid athlete of all time, did not get every thing he needed. The Supreme Folks’s Courtroom threw out a few of Jordan’s different requests, together with a requirement that the sportswear agency cease utilizing “Qiaodan” within the Roman alphabet, which it does on some merchandise.
Qiaodan Sports activities mentioned that it might respect the courtroom’s ruling. However the firm added that the choice does not have an effect on the logos it at present makes use of, suggesting its major Jordan-esque emblem is not going away anytime quickly.
The corporate hasn’t been very refined in the way in which it is exploited Jordan’s picture.
The previous Chicago Bulls participant has accused it of constructing its enterprise via the unauthorized use of his Chinese language identify and famend jersey quantity, 23. He says it even tried to trademark the names of his sons, Jeffrey and Marcus, in Chinese language.
And the authorized saga is not over but. A Shanghai courtroom has nonetheless to concern a ruling in a separate lawsuit over using his identify.
— Serenitie Wang and Steve George contributed to this report.
CNNMoney (Hong Kong) First revealed December eight, 2016: 6:20 AM ET