Qiaodan Sports "hitching on celebrities" is sued, American Jordan got angry, Economic Rolling, South. (Note: The original Chinese sentence appears to be a headline or a collection of keywords rather than a full grammatically correct sentence. Therefore, the translation also reflects that structure and may not form a perfect English sentence.)

Jordan, a household name, but for sports fans and other groups, it could be two different concepts: one is Michael Jordan, the former superstar of the Chicago Bulls in the NBA and a symbol of an era in the NBA, and the other is Qiaodan Sports Co., Ltd. (hereinafter referred to as "Qiaodan Sports"), a private sports brand from Jinjiang, Fujian. On February 23, the legendary player Jordan entrusted a PR company to announce through PR Newswire that he had filed a lawsuit against Qiaodan Sports, a Chinese sportswear and shoe manufacturer, for "suspected infringement of his right to use his name." This is also after his third retirement in 2002 and becoming the big boss of the Charlotte Hornets in March 2010, another high-profile return of Jordan to the sight of Chinese fans. Regarding Jordan's public complaint, in a public statement yesterday noon, Qiaodan Sports responded, "As of noon on February 23, the company has not received any notice of defense from domestic courts." The statement said, "The Chinese name 'Jordan' is a registered trademark that our company has applied for and enjoys exclusive rights according to Chinese law," and "the legal use of registered trademarks is protected by Chinese law." American Jordan got angry "It's unfortunate to see a company using my Chinese name to do business without my permission." In 2000, the second year of the post-Jordan era in the NBA (Michael Jordan retired for the second time in 1998), the Los Angeles Lakers led by Shaquille O'Neal and Kobe Bryant dominated the "Jianghu" and defeated the Indiana Pacers led by three-point king Reggie Miller and Jalen Rose with a total score of 4:1 in the finals, starting the era of three consecutive championships. Also in that year, an unknown Qiaodan Sports officially "set sail" from Jinjiang City, Fujian Province, unrelated to the NBA Jordan era. The latter eventually became a well-known sports brand in the market. Data shows that in 2010, its sales revenue reached 2.927 billion yuan, with more than 5700 brand specialty stores. However, the originally unrelated two parties were eventually "mixed up" together. "It's unfortunate to see a company using my Chinese name to do business without my permission." In a statement, the player Jordan expressed dissatisfaction, "At the same time, the company also used the number 23 and tried to quote my children's names." According to media reports, in Qiaodan Sports' prospectus application, there appeared trademarks such as "Jeffrey Jordan", "Marcus Jordan", "MAKUSIQIAODAN" and their variants. And Jeffrey and Marcus are precisely the two sons of Michael Jordan. Jordan emphasized that he was "deeply disappointed" about Qiaodan Sports infringing on his children's names, and frankly stated that the lawsuit was "not about money." "The love and recognition people have for this name were established by me." Jordan also explained, "When you see the American Jordan Brand, you will immediately think of me, Michael Jordan. I have always believed that my reputation means everything to me, it's what I own. So, when someone uses this to take advantage, I must stand up to protect it." Regarding Jordan's statements, Qiaodan Sports emphasized that the brand is a legally registered brand under Chinese law. "Our company has no connection with the famous NBA basketball player Michael Jordan from the USA. Qiaodan Sports was founded in Fujian Jinjiang in 2000, not a brand under Nike." Qiaodan Sports said, "Since the company was founded, it has always admired the spirit of sports. While operating the enterprise honestly, we have continuously supported the development of China's sports industry." Who is at fault Since the brand image and player number have a strong resemblance to Jordan himself, it actually played on the edge. In the eyes of analysts, the reason why Jordan personally came to settle accounts with Qiaodan Sports is actually due to the latter's growing international influence. From 2009 to 2010, Qiaodan Sports signed contracts with the Olympic Committees of Mongolia, Kazakhstan, and Turkmenistan, becoming partners of the Olympic Committees of these three countries. In 2010, Qiaodan Sports became the official licensed product partner of the International Basketball Federation FIBA (globally). In 2011, the company invited former NBA Houston Rockets star Chuck Hayes to serve as the image spokesperson. Of course, like many previous trademark dispute cases, it is now the stage of "each side having their own reasons." According to China's Trademark Law, relevant enterprises must apply for trademark registration for their products. Those not approved cannot be sold in the market. "Being able to sell in the market for over ten years indicates that it has been recognized by relevant departments." Wu Junfeng said. At the same time, foreigners or foreign enterprises applying for trademark registration in China should follow the agreements signed between their home country and the People's Republic of China or the international treaties they both participate in, or follow the principle of reciprocity. "But it cannot be denied that because the brand image and player number strongly resemble Jordan himself, it actually played on the edge, or rather, it was a distorted marketing method. Perhaps, some consumers who are not fully informed may feel deceived." Wu Junfeng believes. However, on Sina Finance's official Weibo yesterday, in a vote titled "Do you think American flyer Michael Jordan will win the lawsuit?", nearly half of the netizens chose "no"; 39% of netizens thought "yes"; 13% of netizens thought "hard to say." [Relevant Links] "Lin Craze" Grabbed Registration From objects, people, and even games, trademark grabbing has become a trend. These weeks of excellent performance have kept New York Knicks star Jeremy Lin under the spotlight of the media, and New York City has also experienced a wave of "Linsanity" or "Lin Craze". Apart from New York, far away across the ocean in China, www.sanmuyouxi.com, the same craze for Jeremy Lin has also swept through. Not only have Chinese fans enthusiastically embraced Jeremy Lin, but it has also attracted the attention of many merchants who have set their sights on the economic benefits and commercial value of the name "Jeremy Lin." It was reported that in Wuxi, Jiangsu, a sports goods company spent 4460 yuan to grab two trademarks for "Jeremy Lin" when he was still relatively unknown. The trademarks applied for were "Jeremy S.H.L Lin" and were registered in two major categories: 25 and 28. Category 25 mainly includes clothing, shoes, and hats, while category 28 mainly includes sports balls, video games, and toys. These two applications have been approved by the Trademark Office of the State Administration for Industry and Commerce. However, some legal experts believe that since this trademark involves malicious grabbing and infringes on others' right to use their names, relevant departments should revoke the registered trademark; otherwise, it will lead to a series of adverse consequences and legal disputes. Intern editor: Yang Zhuocheng