Michael Jordan was the basketball player of all time. He was a standout amongst the most viable marketed athletes of his era and an instrument in promoting NBA around the globe. Meanwhile, in China, Jordan is broadly known as Qiaodan, and he initially filed a claim against the organization in 2012.

According to ABC NEWS, China's highest court has decided for the basketball legend a triumph long-run of his trademark case about the utilization of his name by a Chinese company. The decision by Supreme People's Court upsets a past decision from a lower court that favored Qiaodan Sports Co., that includes iPhone maker Apple, and a shoe brand New Balance, have turned out on the losing side in trademark question. Hence, the said organization has no relationship to the Nike Air Jordan trademark.

Qiaodan Sports had registered the name over 10 years back, however, Jordan's legal counselors said it built its business around his Chinese name without his authorization. Xinhua said that the company is using Jordan's old jersey number 23, the basketball player's logo, and even the name of his kids. There are reports that the company does a huge number of dollars of business every year.

However, according to BBC NEWS, Jordan was happy that the Supreme People's Court has perceived the privilege to secure his name through its decision in the trademark cases. He added that the Chinese consumers should realize that Qiaodan Sports and its items have no connection to him. Jordan's team argued that Qiaodan's trademark had harmed Jordan's legitimate rights to utilize his name and requested that the court should invalidate over 60 trademarks that used by the company.

However, the court concurred Qiaodan Sports had abused trademark law and its registration of the name is ought to be revoked. Nevertheless, this was only a partial victory. While the company cannot utilize Jordan's Chinese name, the court upheld a decision on permitting it to utilize the Romanized adaption of Qiaodan, which pronounced as "Chee-ow-dahn."

For Jordan, nothing is more essential than ensuring your own particular name and today's choice demonstrates the significance of that guideline.

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