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Interpretation Of The Plot Behind Nike'S Sports Trademark Case By Nike

2012/3/27 14:35:00 22

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The former American basketball superstar Michael Jordan's accusation against Jordan's sports is interesting: "time difference": Jordan sports was formerly founded in 1984, "Fujian Jinjiang chedai Creek two factory of daily necessities", was renamed Jordan sports in 2000, and the first "Air Jordan".

Basketball shoes

Born in 1985, in 1997, "Jordan" became Nike's independent brand.

One question is, why did Michael Jordan go there?

Michael Jordan's answer is very simple: I didn't know before.

But if Nike also said "do not know", no one believed it. In the prospectus of Jordan sports, it admitted that (Nike did not explicitly specify the time) Nike had challenged Jordan's eight sports defensive trademarks, but was rejected by the Trademark Office at its initial notice stage.

As early as the "incident", there is speculation that "Jordan told Jordan" behind the scenes is Nike, its direct effect is sniping Jordan sports IPO process - in early March, Nike finally publicly expressed support for Michael Jordan.

But is it necessary for Nike, which has annual sales ($2011) $20 billion 900 million, to fight against a Chinese company whose sales are less than its own?

Jordan Sports

It is the epitome of the "Jinjiang Department" in the domestic sporting goods industry. Here, four listed companies have been produced: Anta, PEAK, XTEP, 331 degrees, and Jordan sports may be fifth.

However, they like to take a free ride strategy from R & D to marketing.

Even Jordan sports admitted in the prospectus: "independent research and development capabilities are generally inadequate; many products are mainly based on simple imitation, and can not form their own style."

The most direct expression is "near" brand names and celebrities: just like Addie Nash and Adi Wang, all brands from the brand name to LOGO play the "edge ball" brand. Even the most original "31 degree", the early name is also "Buick"; in Jinjiang, more than one enterprise has already registered the trademark "Yao Ming" and "Yi Jianlian".

These practices are also effective, insiders said: "consumers in the two or three and four tier cities eat this set."

Jordan sports is regarded as one of the most famous brands in these famous brands -- directly moving the Chinese name of the greatest and most commercially influential athletes in basketball history to create a brand. More interestingly, in the 127 defensive and product development trademarks registered by Jordan sports, "Jeffrey Jordan" and "Markus Jordan" (the names of Jordan's two sons) are on the list -- and even CONVERSE's famous "five pointed star".

But this does not constitute a reason for Nike to "sell".

In the past, the main goal of these enterprises was "fake internationalization and real localization".

Just like PEAK once.

Celebrity endorsement

The strategy was very direct: Yao Ming was looking for the Rockets' players during the NBA rockets, which was well known by Chinese consumers.

But now these sports brands have gradually penetrated their tentacles abroad, especially NBA: Anta signed the NBA NBA in 2010 - this is a dig from Adidas; PEAK, through sponsoring NBA player Mcgee, took the lead in last year's slam dunk competition, and in February this year, he formed a strategic partnership with NBA's most powerful box office heat, and two flagship stores opened in Losangeles.

Even Jordan sports and Adi Wang have bought billboards in the NBA arena, though they are limited to live matches in China.

These moves "infringe" the territory of Nike, and people who have been following NBA for a long time say: for David Stein, President of NBA, in his "Jordan sue Jordan" lawsuit, his inner support is probably not his fellow countrymen, because Nike is more likely to enhance its brand influence through signing big name Ming Star, while David Stein needs Chinese enterprises to sponsor NBA and buy advertising.

However, regardless of whether the lawsuit wins or not, for Jordan sports, "going to Jordan" is still an unavoidable topic for the company: although it used 7 pages in the prospectus, it said that it would not have legal disputes with Nike and Jordan on the trademark, but had to put it as the number one risk in the prospectus, and the lawsuit took place.