Learned that the recent plunge

Look at the prospectus submitted by Jordan sports last year, including more than 100 related trademarks, including "King Jordan", "little Jordan", "Qiao Dan" and "Dan Qiao".

Many consumers and people in the industry lamented that "Jordan's sports brand protection has been home."

In this regard, Jordan sports in the Prospectus has clearly stated: "the company from the maintenance of intellectual property rights, trademark defense, brand development and many other angles, registered a number of defensive trademarks at home and abroad, effectively safeguarding the company's brand boundaries."

But in basketball superstar Michael Jordan's view, Jordan sports this ball obviously "is out of bounds".

In the more than 100 similar trademarks that Jordan sports actively applied for registration, it even includes the English names and Chinese plations of Michael Jordan's two sons.

According to the Trademark Law of China, "trademark applied for registration should have significant characteristics, easy to identify, and not conflict with the legitimate rights of others."

Yan Yiming, a lawyer at Yan Yiming's law firm, believes that the principle of prior registration is one of the international practices.

According to the law, Jordan sports uses the "Jordan" trademark in China legally.

According to the contents of Jordan sports prospectus, Jordan sports has obtained 131 registered trademarks in China, all of which have obtained the trademark registration certificate and enjoy the exclusive rights of these registered trademarks.

Although Jordan sports has repeatedly claimed that his product has never been related to Michael Jordan during publicity, the latter still provides a proof of the "flying man effect" in China. A survey conducted by a sports marketing agency in Shanghai in 2009 showed that 90% of young people in China's small cities believe that Jordan sports is Michael Jordan's Chinese brand.

Even SOHO China CEO Zhang Xin also spoke on micro-blog: "I always thought that Jordan's sportswear was Jordan's. just like Lining did he know Jordan was telling the sports company that it had nothing to do with it."

"Although the more than 100 trademark registration is not illegal, Jordan sports ties an international celebrity's Chinese plation name to publicity, and then uses the Trademark Law" registration first "principle to grab the trademark exclusive right, so that many people will have a basketball superstar.