‍‍Michael Jordan’s file against Chinese sportswear company Qiaodan was tried for the second time on Monday in Beijing High People’s Court. This happened after Beijing No.1 Intermediate People’s Court dismissed Michael Jordan’s claims in February. 

The Monday trial reached no verdict. 

Michael Jordan has been suing since 2012, and has filed 34 suits, two of which were filed by Nike. He accused Qiaodan illegally using his name in its trademarks as most people would think of Jordan himself when hearing the name of the brand. 

Qiaodan company argued that the brand had been around for 20 years and was a famous domestic brand which had little resemblance with the image of Nike’s Jordan Brand. Furthermore, the English name Jordan should be translated into Chinese as “Qiaodeng”. 

In 2001, the Jinjiang-based Qiaodan company registered trademarks such as “QIAODAN”, “XIAOQIAODAN” (literally little Jordan) AND “QIAODAN WANG” (literally Jordan King) at the Trademark Office of China. 

Source: Global Times, etc.