Speaking of "Jordan", I believe that many people, in addition to knowing the god of basketball, must have also heard of "Jordan" in the field of sports brands. The Supreme People's Court announced that the trademark infringement case between AIR JORDAN (a sports brand founded by basketball god Jordan) and the Chinese brand Jordan Sports Company was established. China Jordan's 25 categories of trademarks and graphics were found to be infringing and announced to be revoked.

The lawsuit over Jordan’s trademark has lasted for eight years from 2012 to now. This time the God of Basketball won the lawsuit, making many Jordan sports fans burst into tears? You think that the Supreme Court's decision was Jordan's complete victory. Is this really the case? In fact, this verdict is far from a complete victory. Many people may know about the court battle between Michael Jordan and Jordan Sports, but what they may not know is that the two parties have actually engaged in dozens of lawsuits before.

In the past few years, we have seen headlines such as "Jordan case reaches final verdict" from time to time. In fact, it is often a judgment on a certain disputed trademark, which can be regarded as a partial victory or defeat. However, the winning party in these cases often exaggerates the verdict, giving the outside world the illusion that the winner has been completely decided. Overall, in dozens of cases, Jordan Sports won most of them, and Michael Jordan only regained a few victories in relatively minor local battlefields.

In fact, after the judgment came out, China Jordan has issued a public statement. In the Supreme Court’s judgment, 74 commercial tickets registered by China Jordan for more than 5 years have won the case. The trademark registered in this judgment was registered by the West Company. From the statement, we can also see that Qiaodan Sports has more wins than losses for a combination trademark that has not been more than 5 years old.

What do you think?

Michael Jordan entered the NBA in the mid-to-late 1980s. The most glorious moment of his career was in the 1990s. The predecessor of Jordan Sports had registered part of the Jordan trademark in 1991, but the 4 longest-used ones are currently Trademarks: No. 3148047, No. 3148049, No. 3148050, and No. 3028870, all registered from 2001 to 2002 (all four trademarks have been extended). It is undeniable that China's Qiaodan Sports is suspected of ranking Michael Jordan's reputation and taking advantage of it. This brand is indeed easy to open up the situation and cause the suspicion of Jordan endorsement. Many people scold Chinese Jordan because they love American Jordan, but I am contrary to them. I will not criticize the behavior of Chinese Jordan Sports, and even support Chinese Jordan. There are several factors:

1. Why Tongrentang of Japan does not infringe Beijing Tongrentang, and Wang Zhihe of Japan does not infringe Wang Zhihe of China. Compared with Jordan, their behavior is even worse, because they are directly competing with products from the same industry, and other countries support their own domestic companies. Why should we in China suppress our own companies? What has the American Jordan done for China? If you look at what China's Jordan has done for the country, let alone charitable donations, it can provide employment for tens of thousands of people and pay hundreds of millions in taxes every year. Can America's Jordan do that?

2. The Chinese Pinyin of Jordan, qiaodan, is obviously different from the American Jordan. Strictly speaking, they are completely different things. Can it be considered an infringement? Furthermore, many trademarks of Jordan in China were applied for in 1991. At that time, Jordan in the United States was not that famous, and its popularity in the country was not high. This cannot be regarded as infringement. It is like Mr. Alipay. Should he also sue? Alipay infringement?

3. Jordan’s popularity in the United States is sinister. The predecessor of China’s Jordan has already been established and operated in 1991. Jordan Sports Group was established in 2000. Jordan Sports successfully passed the meeting of the Securities Regulatory Commission in November 2011 and is waiting to be listed. . At this time, in 2012, Jordan Sports of the United States initiated a large number of infringement lawsuits against Chinese Jordan Sports, which caused the listing of China's Jordan Sports to be shelved for 8 years (the explanation given by the China Securities Regulatory Commission for the inability of Jordan Sports to obtain official approval for listing was that there were a large number of lawsuits). In the past ten or twenty years, Jordan in the United States did not appeal, but sued when the domestic Qiaodan Sports was listed. This was obviously premeditated and wanted to defeat Qiaodan Sports in one fell swoop, but he may not have expected that Qiaodan Sports would be like this. So strong.

Summary

Qiaodan Sports is not alone in squatting on commercial tickets. Countries around the world have registered trademarks, not to mention this kind of transnational one, just domestic ones. There are many, such as the famous Sunflower Pharmaceuticals, and Didi Dache, which everyone is familiar with. Didi was originally called Didi Dache. After it became famous, it was registered by a company in Hangzhou. Didi Dache became the defendant instead, and eventually Lost the case. Therefore, it is not shameful to say that China's Jordan trademark registration is just a normal business behavior.