Because China’s Jordan trademark in this lawsuit did not reflect Jordan’s personal characteristics and was not identifiable, the judgment did not constitute damage to portrait rights.

In February 2012, Michael Jordan sued Qiaodan Sports to court on the grounds that "the registration of the disputed trademark damaged his right to name." Since then, the two sides began a protracted tug of war.

However, today’s ruling does not mean that both parties will cease their efforts in the future. In June this year, the Beijing Higher People's Court made judgments on multiple cases in which Qiaodan Sports appealed to the State Intellectual Property Office, and Qiaodan Sports lost all the cases.

In addition, affected by the lawsuit, Jordan Sports, which passed the review of the 263rd meeting of the Issuance Review Committee of the China Securities Regulatory Commission in 2011 as early as November 25, 2011, and successfully passed the meeting, has still not been able to Get approval.

Now, although Jordan Sports seems to have won, it also paid a heavy price.

A sporting goods brand owned by Jordan Sports Co., Ltd. Qiaodan Sports Co., Ltd. is China's leading sporting goods brand enterprise, one of the top 100 enterprises in Fujian Province and the top 30 tax paying enterprises in Fujian Province.

On April 8, 2020, the Supreme People's Court made a ruling on the trademark infringement case brought by the American AIR JORDAN brand against the Chinese Jordan Sports Company, and Jordan Sports lost the case.

The "Jordan + Graphics" trademark No. 6020578 on the 25th category of clothing, shoes, hats, socks and other products of Jordan Sports Company has been withdrawn.