A court in Beijing this week dismissed a case brought by NBA champion Michael Jordan against a Fujian-based sporting goods retailer that he accused of infringing upon his trademark.
Jordan sued Qiaodan Sports Co. back in 2012, he asked Chinese authorities to revoke the trademark of Qiaodan Sports Co, accusing the sportswear firm of misleading consumers about its ties to the six-time NBA champion.
As well as the name, Qiaodan's products carry a silhouette of a leaping basketball player resembling the "Jumpman" logo used by US sporting goods giant Nike to promote its Air Jordan brand.
Authorities refused Jordan's request, and a lower court in Beijing did the same. He appealed to the Beijing Higher People's Court, which has ruled against him, the Chinese news portal Sohu reported.
A Beijing court has dismissed a trademark case brought by US basketball superstar Michael Jordan against a company using a similar name and logo to his Nike-produced brand, a report says.
"'Jordan' is not the only possible reference for 'Qiaodan' in the trademark under dispute," it cited a transcript of the verdict as saying.
"In addition, 'Jordan' is a common surname used by Americans," the court added according to the report Monday, and the logo was in the shape of a person with no facial features, so that it was "hard" for consumers to identify it as Jordan.
Notably, the sports company had previously trademarked "Jiefuli Qiaodan" and "Makusi Qiaodan", transliterations of Michael's sons Jeffrey and Marcus.