BEIJING (AP) — China’s highest court on Thursday ruled in favor of basketball legend Michael Jordan at the culmination of a years-long case over use of the Chinese rendering of his globally-known name and trademark.
The former NBA star has been in a dispute with a sportswear company based in southern China called Qiaodan Sports since 2012. He had previously argued unsuccessfully in Beijing courts that they had used his Chinese name “Qiaodan” by which he has been known since he gained widespread popularity in the mid-1980s, his old jersey number 23 and basketball player logo to make it look like he was associated with their brand.
The Supreme People’s Court on Thursday announced that it was overturning two rulings by Beijing courts against Jordan from 2014 and 2015 that had found there wasn’t sufficient evidence to support the athlete’s allegations over the use of his image. It also ordered the trademark bureau to issue a new ruling on the use of the Chinese characters in the brand name “Qiaodan.”