Michael Jordan loses trademark lawsuit to Chinese shoe company

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In a trademark lawsuit that has been three years in the making against a Chinese shoe company, Michael Jordan has suffered a defeat.

Jordan contended Qiaodan not only copied his “Jumpman” logo but stole his name—literally. “Qiaodan” loosely translates to “little Jordan” in Chinese.

A Beijing court ruled “Jordan” was not the only possible translation for “Qiaodan” and that the logo had no facial features, so it was difficult for consumers to identify it as Jordan, according to AFP.

When he filed the suit in 2012, Michael Jordan released this statement:

I am very happy that the Chinese courts have accepted my case to protect the use of my name and the interests of Chinese consumers. Qiaodan Sports has built a business off my Chinese name, the number 23, and even attempted to use the names of my children, without authorization. I think Chinese consumers deserve to be protected from being misled, and they should know exactly what they are buying. I am taking this action to preserve the ownership of my name and my brand. No one should lose control of their own name, and the acceptance of my case shows that China recognizes that this is true for everyone. After all, what’s more personal than your name?

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