Michael Jordan sues Chinese co over name | IR News | Inside Retail Asian News

Michael Jordan sues Chinese co over name

Michael Jordan sues Chinese co over name

Posted Date: 23/02/2012

By InsideRetail.Asia

Basketball legend Michael Jordan has filed suit in a Chinese court against Qiaodan Sports Company, a Chinese sportswear and footwear manufacturer, for unauthorised use of his name.

"During my basketball career and now as a businessman, I've worked hard to establish my identity and brand, and I take tremendous pride in the shoes and apparel that feature my name and logo," said Jordan in a statement.

"It is deeply disappointing to see a company build a business off my Chinese name without my permission, use the number 23 and even attempt to use the names of my children. I am taking this action to preserve ownership of my name and my brand.

"We live in a competitive marketplace, and Chinese consumers, like anyone else, have a huge amount of choice when it comes to buying clothing, shoes and other merchandise. Chinese fans have always been very supportive of me, and that's something I deeply appreciate. I think they deserve to know what they are buying."

Jordan said the complaint was not about money. "It's about principle and protecting my name. Any monetary awards I might receive will be invested in growing the sport of basketball in China."

The Chinese company has registered and uses the name "Qiaodan", which is the moniker Michael Jordan has been known by in China since he gained widespread popularity in the mid-1980s. Jordan was first introduced to China while playing for the gold medal-winning US basketball team during the 1984 Los Angeles Olympics. He went on to become a regular fixture of Chinese television, beginning with the 1987 NBA All-Star Game, the first NBA game ever broadcast in China.

This graphic explains why Jordan believes he has a case against Qiaodan:

Under Chinese law, the plaintiff in a naming rights lawsuit is entitled to injunctive relief and damages where: 1) the individual is a famous public figure; 2) the defendant acts in bad faith by intentionally using the plaintiff's name or other personal attributes without authorization; and 3) the use of the plaintiff's name or other personal attributes damages the plaintiff by causing confusion among consumers who mistakenly associate the infringer, its products or services with the plaintiff. In recent months, other athletes have successfully pursued similar cases.

Jordan has established a website explaining his concerns in more detail.

Keywords: Michael Jordan, Qiaodan Sports

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