The Year of Qiaodan

By Jack Ellis

To welcome in the Year of the Rooster, we take a look back at the biggest Chinese trademark case of the last 12 months – and ask whether it could turn out to be one of the most important rulings for brand owners in the country’s history

Michael Jordan’s sporting achievements are legendary, with his contributions to the worlds of fashion and even film also earning critical acclaim. More recently, he has won fame in the more arcane field of Chinese trademark law. While this is unlikely to garner the same universal accolades as his other accomplishments, brand owners and trademark counsel may well find that Jordan’s perseverance in pursuing a trademark complaint through the Chinese court system is his most significant triumph to date.

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