After hearing on December 30, 2020, the Shanghai No. 2 Intermediate Court held that Qiaodan Sports still chose the word "Jordan" for trademark registration without authorization even though it knew that Michael Jordan had a high reputation. It also registered the trade name "Qiaodan", so Qiaodan Sports constituted an infringement on the plaintiff's right to name.

In the end, there was no way to change the original Jordan Sports to Zhongqiao Sports. So what impact will this change have on them? The following is my personal opinion.

1. The issue of popularity

Jordan has been sold in China for many years, and once became a leading company in my country's sports industry. If he changes his name, there will be many people Because of the name issue, I no longer pay attention to it, and if you don’t know much about real-time and see Zhongqiao Sports, you may think it is just a pirated product. It is not difficult to see that if the name change has a huge impact on him, he may even face the situation of being unable to sell goods in fourth- and fifth-tier cities. A company that originally generates more than one billion every year may be completely destroyed just because of a name. The bottom collapsed.

2. Reputation Issues

This may be the point that Jordan Sports cares about most. Because it has stolen other people’s names and been complained by the plaintiff for 9 years, this incident After the lawsuit is defeated, not only will there be many disgraceful things about what he has done, but also because Jordan has more fans in the future, his influence in this area will also be hindered to a certain extent. And now some sports industries in China have also developed their own styles. It is not difficult to see that in the sports industry, Jordan is no longer the strong player he once was, and he only maintains his life by relying on popularity. Losing this trademark really had a great impact on him, and maybe it will develop its own top technology in the future. There may be some changes to the current situation.

3. Development Issues

What does Jordan need most now? What is most needed is technology, because when we look at some of the more powerful sports industries in China such as Peak, Anta and 361 on the Chinese market today, they all have their own unique technologies. For example, Peak has Taiji technology, and 361 has unique Reflective waterproof technology. These are enough to give them a firm foothold in the Chinese market, but let's look at Jordan today. Among these shoes, Jordan has become more and more unknown, and what he is really famous for is just his name. It is not difficult to imagine that in your impression, Jordan is really not known for his strength. So the name is too important to them.

I think that after the Jordan trade name was banned, the real impact was on Chinese Jordan and Jordan would not be greatly affected.