On Tuesday, April 26, the Supreme People's Court heard a trademark dispute case brought to court by US basketball idol, Michael Jordan. His Airness filed a claim against a Chinese firm and the trademark authority in 2012, accusing the firm of misusing his name and identity. The Chinese firm, Qiaodan Sports Co. Ltd, is a Chinese sportswear and shoe manufacturer. 'Qiaodan' is supposedly the Chinese translation for Jordan.
According to Xinhua, 'The Jumpman' filed an appeal to the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce to repeal all trademarks. However, the appeal was rejected.
In 2015, a Beijing court rejected his appeal, on the basis that 'Qiaodan' was a common name, and it was not able to recognize that Qiaodan's logo was in fact an image of the basketball legend.
On the basis of China's Administrative Procedural Law, the Supreme People's Court accepted a retrial. A court investigation, debates and final statements were all heard on Tuesday, but a verdict has not yet been reached.
Fujian-based Qiaodan has been manufacturing shoes that have an uncanny resemblance to Nike's Air Jordans. While Nike has not been involed, Jordan is adamant that the company is unlawfully using his name, identity and image for profits.
The Court also heard Jordan's case on World Intellectual Property Day, suggesting that the Chinese government is attempting to showcase a public stance against infringements of intellectual property. Chinese courts are apparently attempting to hear more intellectual property dispute cases involving violations.
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