Qiaodan Sports, a Chinese sportswear company, recently lost three of its registered trademark in a lawsuit against American famous basketball star Michael Jordan. The three revoked trademarks are demonstrated as “乔丹”, literally using Jordan’s Chinese name in Chinese characters, covering a wide range of products such as sports clothing, beverages and even Christmas tree decorations. However this ruling is widely considered only a partial victory for Michael Jordan, since his revocation requests for other disputed trademarks designed as “qiaodan”, Jordan’s Chinese name in Pinyin, were declined by the Supreme Court of People’s Republic of China.
The reason behind the ruling is that registering “乔丹” as a trademark without the acknowledgement and approval of Michael Jordan constitutes malicious preemptive registration due to the infringement of Jordan’s right to his personal name. The significance lies in the recognition of the connection between Michael Jordan and his non-legal Chinese name written in Chinese characters. According to the ruling, the existing evidence is sufficient to prove that “乔丹” has a high visibility in China: the relevant public usually uses it to refer to Michael Jordan, and there is a stable connection between “乔丹” and “NBA star Michael Jordan”. However, the court did not find such a connection between “qiaodan” and Michael Jordan.