In China, Michael Jordan Doesn’t Even Own The Rights To His Name

China, Michael Jordan
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You may have no idea what the Chinese word “Qiaodan” means, but perhaps you should: It’s the direct Chinese translation of NBA Hall of Famer Michael Jordan‘s name. Unfortunately for Jordan, a Chinese company is using the name “Qiaodan Sports,” which literally translates to “Michael Jordan Sports.” Not only has the company used his name, they have also been using his famous No. 23 jersey to sell memorabilia without his consent. Jordan, as a result, sued the company in 2013.

Seems like a pretty cut-and-dry case, right? Not according to the Beijing Municipal High People’s Court, which ruled against Jordan earlier this year, thus allowing the company to continue to use his name and likeness. Jordan and his lawyers will now take the case to China’s highest court.

Even more puzzling about the ruling against Jordan is that when he first brought the case forward in 2013, he asked for just $183,000, to which he planned to donate to the growth of the sport in China. Oddly enough, Qiaodan themselves filed a countersuit in the same year against Jordan for $8 million for damaging the company’s reputation. The company, which has 5,700 stores throughout China, reportedly makes $476 million annually.

Jordan’s official website also addressed the issue, directly laying out how the company is misusing his name and, as a result, confusing consumers, one of the direct results of copyright infringement.

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We’ll see if the highest court rules in Jordan’s favor, although one would expect similar arguments that allowed Qiaodan to win in the lower court will also be used here. Michael Jordan, the brand, has become iconic the world over. In China, it now looks like it’s beyond the ownership and agency of even the man himself.

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