The "Jordan + Graphic" Trademark Was Withdrawn, And Jordan'S Sports Failed.

In April 8th, the Supreme People's court made a final judgment on the controversial trademark infringement case of China's Jordan sports company (hereinafter referred to as "Jordan sports") by the controversial AIR JORDAN brand of the United States: Jordan lost the sport, and the 25 categories of trademarks and graphics were withdrawn.

Public information shows that Jordan sports was founded in 2000. As the company continues to grow, it has become a leading brand in China's sports apparel industry, and even has become the official partner of the FIBA FIBA global franchise product.

At the same time, with the increasing influence of Jordan sports in the industry, in 2012, Michael Jordan filed a lawsuit against the Chinese court and accused Jordan of sports infringement.

The "Jordan + graphic" trademark was withdrawn.

It is understood that Jordan sports registered in 1991 "Dan bridge" trademark, in 2000 the name of the enterprise was renamed Jordan sports, 2012, the US NBA star Michael Jordan sued Jordan sports violation of their right to name, request to write off a number of trademarks. Around the "Jordan" trademark infringement, the two sides fought a lawsuit lasting for 8 years.

One of the controversies of the two sides is the right to name. Jordan believes that the trademark used by Jordan's sports registration will cause the public to misunderstand the source of the products and disturb the normal market order, and apply for cancellation of the registration of the above trademarks.

Jordan sports agency lawyers believe that Jordan's surname is JORDAN, which is quite different from that of QIAODAN, and JORDAN is only a common surname in the United States. It is hard to identify Jordan sports and Michael Jordan himself. Although Jordan himself has a high degree of social popularity, this does not mean his surname enjoys privileges in product trademarks.

Prior to that, Michael Jordan failed in the first instance and the second instance. After losing the lawsuit after the second instance, Michael Jordan applied for the retrial to the Supreme Court as the re applicant, requesting the Supreme Court: the revocation of the ruling and the judgment of the first and second instance, and ordered the Trademark Review and Adjudication Board to make a new ruling on the controversial trademark. After hearing the Supreme Court, the court held that the ruling, the first instance and the second instance decided that the facts and the applicable laws were wrong and should be revoked. The 6020578 "Jordan + graphic" trademark of Jordan sports company's twenty-fifth categories of clothing, shoes, hats, socks and other goods was withdrawn.

For the "Jordan + graphic" trademark being withdrawn, Jordan sports also issued a relevant statement, indicating that the trademark (Graphic + text) of the judgment is a combined trademark with no more than 5 years' registration time, and the cancellation judgment of the trademark will not affect the normal legal use of the existing trademark.

In the statement, Jordan sports pointed out that the company registered more than 5 years of 74 trademarks have been won, including the company's core use of 25 categories of trademarks, therefore, it will not affect normal use.

Will there be a way out for "brand name"?

According to public data, in the 2008-2011 years, Jordan sports annual business income is 1 billion 158 million yuan, 2 billion 316 million yuan, 2 billion 927 million yuan and 1 billion 704 million yuan, and has become one of the six major sports brands in China.

In April 2019, Jordan landed the listing of the main board of the Shanghai stock exchange through the first instance, and then completed the "meeting" again after 2011.

In fact, in November 2011, Jordan sports had successfully passed the meeting and plans to go public at the end of March second. However, it is precisely because of a series of "Jordan" trademark lawsuits started in 2012 that Jordan sports postponed the listing.

Although the listing was postponed. But in recent two years, Jordan sports has also accelerated its own brand development. In 2018, Jordan Sports Organization convened the theme of the strategic start meeting of the new ten billion dream. Jordan sports describes the vision of enterprises as "a widely recognized sporting goods group". At the market level, Jordan sports hopes to break through 10 billion yuan in 2022.

In 2019's "double 11", Jordan sports also handed over the achievement of the whole brand sales of the whole network as of 1:11.

Since 2019, Jordan sports has also sponsored sports competitions frequently, using the platform to convey the brand image. In addition to sponsoring the marathon race, Jordan sports is also the official sponsor of the World University Winter Games and the International Collegiate Athletic Association, and is the equipment sponsor of the 25-30 and China's summer games.

In this regard, insiders said that Jordan sports can develop into a well-known brand in the country, to a certain extent, stained with Michael Jordan's reputation. Obviously, Jordan sports "brand name" behavior is successful, but there will be no way out.

The loss of the trademark is equivalent to losing the convenience of continuing the "ride". "Jordan sports" exists under the banner of "Jordan". It can not be denied that its "commercial touch porcelain" behavior is drilling for legal loopholes. The "Jordan + graphic" trademark was withdrawn, and it also provided judicial supervision samples for other similar intellectual property disputes.