China’s Supreme Court has ruled in favour of basketball legend Michael Jordan in a long-running trademark dispute, ending an eight-year legal battle with a Chinese sportswear firm that illegally
Upholding intellectual property rights is one of the core disputes of the US-China trade war, and a phase one deal signed in January saw Beijing pledge to improve protections of intellectual property.
The retired Chicago Bulls player and six-time NBA championship winner has a huge following in China, a country that has legions of avid basketball fans.However, it still allows the firm to continue using its logo of a silhouetted basketball player — which has similarities with the “Jumpman” logo used by Nike to promote its “Air Jordan” line of sports shoes.
In 2016, Jordan won the right to his name in Chinese characters, but the Supreme Court upheld the firm’s right to use its trademark “Qiaodan” in Romanised English. In 2017, the sportswear brand New Balance was awarded $1.5 million in copyright damages by a Chinese court over its famous “N” logo, which was illegally copied by a local sports shoe firm.
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