Jordan is currently embroiled in a trademark case against Qiaodan Sports, a Chinese firm allegedly using the basketball superstar's name in its products. (Photo : Reuters)
Basketball legend Michael Jordan is set to take a trademark dispute with a Chinese sports firm to China’s supreme court, Jordan’s lawyers said on Friday, escalating one of several cases accusing local firms of illegally copying global brands.
The former Chicago Bulls forward sued Qioadan Sports in 2012, saying that the Fujian-based sportswear manufacturer had built its business around his Chinese name and jersey number "23" without his consent.
Earlier this year, a court ruled in favor of Qiaodan over the trademark dispute, which was then upheld by the Beijing Municipal High People's Court, an official at the Chinese firm and Jordan's legal representatives told Reuters.
Jordan will now bring the case to China's highest court, a spokesman for Jordan's legal team said in an emailed statement.
"In light of the trademark dispute ruling, we intend to appeal to the Supreme People's Court for retrial," the statement said, adding that a separate case with Qiaodan Sports over naming rights is still ongoing.
Jordan is known as "Qiaodan" in China, which has a sizable basketball fan base and homegrown stars like former Houston Rockets player Yao Ming.
Asked about the latest ruling, a spokesman of Qiaodan Sport's legal department said that the company will "respect the judgment of the court." She declined to comment further.
Reuters could not reach the Beijing court for comment.
In 2013, Qiaodan Sports had countersued Michael Jordan for damaging its reputation and demanded $8 million in compensation.
Jordan's case is one of several involving foreign companies caught in trademark troubles in China.
Apple paid $60 million in 2012 to settle a case over its iPad trademark, while state media reported in April that affiliate of U.S. shoemaker New Balance had lost a trademark case against a local firm.
Jordan, who has a net worth of $1 billion according to Forbes, is a majority owner of the Charlotte Hornets basketball and has a long-standing endorsement deal with Nike, which manufactures Air Jordan shoes.
