Michael Jordan swaps the basketball court for the High Peoples Court in China

Michael Jordan has lost his trade mark battle in China. The world famous basketball star alleged that Qiaodan Sports misused his name and several marks. In an interesting game of words, the word ‘Qiaodan’ is a transliteration of Mr Jordan’s name in China. The disputed marks include the number 23 and the Jumpman logo that are associated with the Air Jordan brand.

On appeal at the High People’s Court, Mr Jordan attempted to revoke some of Qiaodan Sports registered trade marks. The disputed trade marks such as the Jumpman logo feature near identical styles and features to those of Mr Jordan’s US trade marks.

The decision at first instance was upheld by the Beijing Municipal High People’s Court, allowing Qiaodan Sports to keep the trade marks. The judgement stated that the name was not distinctive through the association of a famous athlete, the name ‘Jordan’ is not the only reference for ‘Qiaodan’.

In relation to the Jumpman logo, it was stated that as the logo had no discernible facial features, it would be difficult for the Chinese people to distinguish it as Michael Jordan.  

Michael Jordan’s lawyers have said that they intend to appeal the decision to the Supreme People Court. 

By Sam O'Toole