Basketball Michael Jordan is well-known people began in the 1980s, first introduced into NBA broadcast, in his 1984 first-round NBA Draft by the Chicago Bulls, nicknamed “trapeze”, he led the team won six NBA titles once in 1993 announced its withdrawal NBA.
And in 1994, Jordan sports began to take it that resembles the Nike “Jordan” brand dunk villain LOGO, spread rapidly across the country, “Jordan Monopoly” shop. Since the June 2000, Plant was renamed in turn Jinjiangchendai stream Jinjiang City Jordan Sporting Goods Co.; September 2000, Jinjiang, Fujian Jordan Jordan approved changes. December 2009, Fujian Jordan changed the whole Corporation, Jordan sport was born. In 2009, third-party survey shows that the majority of domestic consumers mistakenly think that Jordan is Jordan’s own brand of sports, especially basketball fans, it is that Michael Jordan and Michael Jordan sports is associated, Jordan sports the trademark owner’s image is a person leaping dunk silhouette, very reminiscent of the classic Air Jordan gliding dunks, as well as the Chicago Bulls Michael Jordan’s iconic red shirt.
Jordan and Jordan sports “indirect dialogue” was in 2002, when Michael Jordan and Nike co-founder of the basketball segment brand “Air Jordan”, in Jordan sports Trademark preliminary approval stage right after the announcement of which 8 defense Xing trademark filed objections, but its objections were rejected and Trademark Office, followed by a request for reexamination Nike commercial judges were dismissed.
Dispute culminated in 2011, when on November 25, “Jordan sports” through the Commission issued the Audit Committee IPO application, as planned before the end of March 2012 will be listed and is expected to become the first landing A share market sporting goods business.
According to the prospectus, the company not only registered the “Jordan” trademark, also registered Jordan’s jersey number 23, and “Jeffrey Jordan”, “Marcus Jordan” and its English variants trademark, while the latter with Michael Jordan’s two sons the same name written in English. This is the industry believe that “Jordan sports” timid performance. And in Jordan when the sport is about victory, Michael Jordan’s one mind “cap” Block A shares Jordan sports program. February 23, 2012, Michael Jordan in China filed a lawsuit alleging violations of Jordan sports and other names of themselves and their families the right to claim compensation from the defendant 50,010,000 yuan, quite fatalistic sense of history is precisely Jordan 23 Bulls jersey number.
Michael Jordan said: “There will be other companies without my permission to use my Chinese name, jersey number 23, and even tried to use my child’s name to carry out commercial activities, I am very disappointed and I take the purpose of this action is to protect I have the right name and brand. “the same year, on March 5, the Shanghai Second Intermediate People’s Court accepted the case. As caught in litigation, “Jordan sports” IP0 listing of the road was forced to abort.
But things have emerged this year reversed. March 29, listed unsuccessful “Jordan sports” formal charges against Michael Jordan, asking them to stop abuse “Jordan sports” defamation act to clarify the facts, apologize and restore the reputation of Jordan sports, and compensation for economic losses of $ 8,000,000 . April 2, Quanzhou court formally accepted the case. Since the April 27, Michael Jordan v. “Jordan sports” right to a name dispute at the Shanghai Second Intermediate Court. Trial, Jordan’s lawyer, said the amount of the claim from the original raise about $ 40,000 to about $ 1.14 million, this is also considered to be the previous “Jordan sports” Claims $ 8,000,000 responses.
By “capping” of the IPO
From the defendant to the plaintiff, Jordan sports was “falsely accuse” or last resort? In any case, it is Michael Jordan’s lawsuit “capping” Jordan sports market road, and in March this year Jordan sports counterclaim IPO aimed at breaking the deadlock. “Jordan sports” said in a statement, Michael Jordan in the “Jordan sports” listed crucial moment high-profile prosecution, the use of litigation undermines Jordan sport’s reputation, resulting in “Jordan sports” IPO market, thus affecting the company’s business development plan .
Had counseling Anta, Li Lang shoes and apparel brand successfully listed hengrun capital chairman Ni Zhongsen that wanted to fight some difficult business operations listed in order to achieve “carp leaping” type of freshmen, they’re like gamblers gambled want to immediately overturned the same. “XDLONG” is the most powerful proof. Operation after Goldman Sachs’ XDLong “listed in Hong Kong, but questioned in financial fraud, Goldman Sachs invested $ 400 million was hedged until January 2009, Goldman Sachs operation XDLONG NASDAQ listing through a reverse merger, was financing $ 100 million, this can be defined.
A Fujian Jinjiang businessman, told reporters that the counterclaim Jordan Jordan sports, “win not win is not important, the key is not to spend money to re-letting everyone concerned about this brand.”
The data is the harsh reality. Six major domestic sports brand performance report shows that last year, in addition to China Dongxiang (Kappa owned mainland China and Macau in all equity) a slight profit, the Li Ning, Anta, Olympic, special steps, 361 degree brand performance decline to varying degrees, This year a total of six brands off store nearly 5000, the domestic sports brand from the previous “staking” entered a “knockout.”
Data show that as of last year, Jinjiang, Fujian has 41 listed companies, 73 companies listed on the reserve. 41 listed companies, there are 20 for the footwear business. Time to focus on 2007 to 2012. Enterprises to raise funds equivalent to about 23 billion yuan, the total market capitalization of over 180 billion yuan securities. A county-level city nearest 40 listed companies, this data is amazing.
The pain of grassroots brand cottage
Although Jordan and Jordan sports scores unfinished, which lasted five years, Adidas Adi Wang sued infringement was settled. In May this year, Adidas sued Adi Wang infringement settlement, “Adi King” Chinese trademarks and Triangle Logo LOGO is free transfer to Adidas, the Chinese trademark and Triangle Logo LOGO will not be able to continue to use, can not appear in the terminal storefront . At this point, Adi King “occasion” of the road seems to come to an end.
Senior brand analyst Li Dou expressed, Adi Wang original is hoping to expand the visibility of Adidas, which is the usual domestic enterprises of the law, but will find the time to develop a strong encounter a lot of embarrassment, so companies must build brand beginning Looking to the future, registered trademarks, be sure to consider the future development and expansion of the day, do not be “Pong brand” blocked from moving forward.
In fact, Jordan and Adidas sports king, because “cottage” trademark by foreign enterprises by foreign enterprises in Jinjiang local private litigation is the corporate brand of the pain. Investment Advisor in the light researcher Xiong Xiaokun says, only to seek a breakthrough product innovation, to the homogenization of competition survived only down to earth to create their own brands and product quality in order to win in the fierce competition in some markets.