The pattern of Jordan's LOGO comes from the most classic free-throw line jump of jump-man in the dunk contest. The silhouette of the moment flying in the air is used as the trademark of the Jordan (AIR JORDAN) brand. .

Then his Air jordan brand was launched into the 30th generation of sneakers. Air Jordan is a Nike series named after the most famous NBA star in history, Michael Jordan.

In 1985, Michael Jordan (Michael Jordan) was signed by Nike (Nike), a sports goods manufacturer that was still a small manufacturer at the time, with a high-paying contract. Nike (Nike) immediately launched Jordan's first A sneaker named after Jordan, the first in the Air Jordan series.

Although this sneaker had unique colors and novel technology at the time, no one thought that it would be the beginning of a myth. "Air Jordan" may be the most representative nickname. Now it has become a brand under the Nike brand "Air Jordan". It is very popular among trendy young people and some basketball enthusiasts, which can illustrate Jordan's influence. Bar.

Extended information:

Trademark dispute

Qiaodan Sports Co., Ltd. is a domestic sporting goods company. Since 2000, the company has registered with the Trademark Review and Adjudication Board "Jordan", "QIAODAN", "Qiaodan", "Qiaodan", "King Jordan" and the names of Michael Jeffrey Jordan's two sons. "Jeffrey Jordan" and "Marcus Jordan" are multiple trademarks with the same Chinese and English spellings.

In 2012, American NBA basketball star Michael Jeffrey Jordan believed that the registration of these trademarks harmed his right to name, and applied to the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce (hereinafter referred to as the Trademark Review and Adjudication Board) , requesting the cancellation of 78 related registered trademarks of Jordan Company.

The Trademark Review and Adjudication Board believes that there are certain differences between the trademark words "Jordan" and "QIAODAN" and the applicant's name "Michael Jordan" and its Chinese translation "Michael Jordan". Moreover, "Jordan" is a common British and American surname, and it is difficult to determine that there is a natural correspondence between this surname and the applicant's name.

The Trademark Review and Adjudication Board also believed that the registration of the disputed trademark did not constitute misleading the public, disrupting the order of trademark registration, or harming the interests of the public and disrupting public order as defined in the Trademark Law.

In April 2014, the Trademark Review and Adjudication Board believed that the reasons for Michael Jeffrey Jordan's application for cancellation were not valid and ruled that "the disputed trademark shall be maintained." Michael Jeffrey Jordan was dissatisfied with this ruling and sued the Trademark Review and Adjudication Board in the Beijing No. 1 Intermediate People’s Court, and listed Jordan Company as the third party.

After trial, the Beijing No. 1 Intermediate Court upheld the ruling of the Trademark Review and Adjudication Board. Michael Jordan refused to accept the decision and appealed to the Beijing High Court. In May 2015, the Beijing High Court made a final ruling to uphold the original verdict.

After the above judgment was made, Michael Jeffrey Jordan applied to the Supreme Court for a retrial.

In December 2015, the Third Civil Court of the Supreme Court ruled that 10 cases should be heard on the grounds that Michael Jeffrey Jordan’s retrial application complied with the provisions of the Administrative Procedure Law.

April 26, 2016, World Intellectual Property Day. The Supreme Court held a public retrial to hear this high-profile sports celebrity's rights protection case. The three parties to the lawsuit went to court again. Tao Kaiyuan, the deputy president of the Supreme Court who is in charge of the trial of intellectual property cases, serves as the presiding judge. There are two main focuses of dispute between the parties.

The first aspect is what is the object and legal basis of the name rights claimed by Michael Jordan; the second aspect of the dispute is whether the registration of the disputed trademark damages the name rights of Michael Jeffrey Jordan. The case was not pronounced in court.

In June 2016, the Supreme People's Court made a final ruling on the Jordan series trademark dispute case, rejecting basketball star Michael Jeffrey Jordan's retrial application and upholding the original judgment. At this point, Jordan's road to rights protection came to an end with a score of 0 to 4 in repeated battles with the Trademark Review and Adjudication Board and three levels of courts ranging from intermediate, advanced to the highest.

Baidu Encyclopedia——Jordan