NOT a Slam Dunk

[Randy W]

in the Chicago Tribune

 

Chinese court says Michael Jordan owns his name

The Supreme People's Court on Thursday revoked the rights of local sportswear-maker Qiaodan Sports Co. to use Jordan's last name written in Chinese characters, handing the NBA legend a partial victory in his four-year campaign to win legal protection for his name that helps sell gear such as Nike sneakers and clothing worldwide.

Jordan's Chinese name is "well-recognized" in China and he should have the legal right to it, the Beijing-based court said in its verdict. Qiaodan Sports, which operates about 6,000 shops selling shoes and sportswear in China, will have to give up its trademark registrations of the Chinese version of Qiaodan

. . .

Still, Jordan's victory "doesn't deal a substantive blow on the trademark pirates as it didn't announce any penalties for violations," said Xiang Wang, lead partner for Orrick, Herrington & Sutcliffe's China-focused intellectual property practice.

"It would be a real milestone for fighting against trademark pirates when penalties are added in the law," as the current costs of violation in China are "too low," Wang said in a telephone interview.

The cost to Qiaodan Sports of its legal fight with Jordan may need to await a further judgment from in a court in Shanghai, where the U.S. sportsman in 2012 filed a separate lawsuit against the company for the unauthorized use of his name. Jordan is seeking legal damages in the Shanghai lawsuit.