Michael Jordan success in Chinese trade mark battle

Basketball star, Michael Jordan has had some success in the ongoing battle to regain control of his name in Chinese as a trade mark.

Following his big success as an athlete, Jordan released a brand of trainer and sport shoes named just that, ‘Jordan’s’.

This brand is recognised worldwide as a leading and popular name and therefore is one that many would like to ride on the back of its success.

Jordan in Chinese is Qiaodan.

A year-long battle has ensued to try and prevent Qiaodan Sports Co from trading in the sports sector and using the Chinese version of Jordan to confuse consumers into thinking the products have originated from the Basketball star’s brand.

The Chinese Supreme Court has ruled that the use of the Chinese characters for Qiaodan is now prohibited. However, they did not prevent the copycats from using phonetic spellings of Jordan’s Chinese name using the English alphabet, as they felt this did not infringe his right to use his name.

Speaking about the successful ruling after issues with lower courts, Michael Jordan has said,

“I am happy that the supreme people’s court has recognised the right to protect my name through its ruling in the trademark cases. Today’s decision ensures that my Chinese fans and all Chinese consumers know that Qiaodan Sports and its products have no connection to me.”

China remains one of the most lax countries in relation to promoting trade mark rights and giving protection to the legitimate owners. This decision took a number of years to reach the right result.

If you are looking to register you trade mark in China, please keep this is mind.

For more information, contact Jane Coyle at The Trademarkroom today.

By Ellis Sweetenham