Which of these logos belongs to Air Jordan (also known as Jordans) and which belongs to the Chinese sport brand “Qiaodan”? If you don’t know the answer, then you’ve justified the federal trademark lawsuit Michael Jordan just filed.
Apparently Michael Jordan is concerned that Qiaodan might confuse folks by using a logo consisting of a “shape of his dunk”, so it’s asking its lawyer to prevent Qiaodan from continuing to use the transliteration of the name Jordan (Qiaodan) in any way.
According to Jordon told the media:
“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 request tens of millions yuan of compensation, because the company gained huge economic interests from infringing Jordan’s name rights.”
“It’s not about the money. It’s about principle – protecting my identity and my name.
The Chinese sportswear company Qiaodan has its root in the 1980s but found tremendous financial success when it changed its name to Jordan’s Chinese moniker in 2000. It has 5,374 stores and mainly produces low-priced sneakers which have enjoyed great popularity in the country’s rural areas. According to the company’s financial report from 2011, its sales reached 2.91 billion yuan (US$461 million) and it planned to go public at the end of last year. Here is what Qiaodan said about the lawsuit:
“In Chinese, ‘Qiaodan’ is a trademark registered by us according to Chinese laws and of which we enjoy exclusive rights, the legal usage of this trademark is protected by Chinese laws.”
“There is no connection, 23 is just a number like $23 or $230 dollars… I don’t think there is a problem at all here.”
“Not everyone will think this is misleading, there are so many Jordans besides the basketball player – there are many other celebrities both in the U.S. and worldwide called Jordan.”
The Chinese sportswear manufacture also registered over 100 trademarks similar to Michael Jordan, including names like “Jiefuli Qiaodan” and “Makusi Qiaodan,” the Chinese pronunciation of the names of Jordan’s two sons, Jeffrey and Marcus.
Qiaodan even managed to become an international brand by signing current Sacramento Kings’ center Chuck Hayes as its brand ambassador last year. Hayes had already made stops in Shenzhen, Beijing and Shenyang among other cities as part of his promotional tour. The main goal of a China tour is to interact with fans, promote their brand and say nice things about China so that the hundreds of millions of people here will buy their shoes.
There Are Too Much Light Pollution Over at Hong Kong Apple Stores
Amazon is the First Foreign Tech Company to Offer Paid Android apps in China
You Can Buy Fresh Crocodile Meat in China Supermarket
Lenovo First MediaTek-based Smartphone Teased by Kobe Bryant (Video)