Michael Jordan takes Chinese apparel company to court
Former NBA basketball player Michael Jordan has filed a law suit against a Chinese sportswear and shoe manufacturer for “unauthorised use” of his name and identity, China Daily has reported.
Mr Jordan has been known in China by the name ‘Qiaodan’ – the Chinese translation of Jordan – since he was first seen on Chinese television program playing for the US basketball team in the 1984 Olympics.
The Chinese company, Qiaodan Sports, was registered in 2000. Mr Jordan and his attorneys in Jun He Law Offices say the company “built a business” using Mr Jordan’s Chinese name without permission, and also that it used the number 23 (the jersey Mr Jordan wore during his NBA career).
“Inspired by Yao Ming’s case here in China, we had filed suit in a Chinese court on February 21 against Qiaodan Sports,” said Christine Kang, a partner of Jun He Law Offices.
Chinese basketball player Yao Ming won his suit against a sportswear company in central China for using his name and signature without permission in 2011.
“Any monetary awards I might receive will be invested in growing the sport of basketball in China,” said Mr Jordan in a statement. “I am taking this action to preserve ownership of my name and my brand.”
According to Mr Jordan’s official website, Qiaodan Sport’s misuse of his name and identity “has misled and continues to mislead consumers” in China.“Qiaodan Sports has knowingly profited from this infringement of Michael Jordan’s naming rights,” claims the website. “Its aggressive marketing tactics have misled the Chinese consumers.”
Although Mr Jordan claimed the complaint was “not about money”, his attorney admitted that Mr Jordan also asked for compensation for moral damage in the case. “It is the first time for Mr Jordan to conduct a transnational litigation and will focus on the right of his name, but we also reserve the right to fight for more,” said Mr Kang.
