Waiting too long to protect your trademark can
end badly. In China, with its first-to-file system, foreign
brands have learned the hard way to be proactive in protecting
their foreign language brand names. But some have
been slow in protecting the Chinese language versions of
those brand names and have seen their brand recognition
pulled out from under them. This article analyzes the
trademark dispute between Michael Jordan and Qiaodan
Sporting Goods Inc. before the Chinese Administrative
Authorities and Courts. The article maps the story, the
precedents, the Laws and Regulations concerned, and outlines
the lessons to be learned (regard to the chinese market).

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• Michael Jordan’s who? The trade mark litigation between Michael Jordan and ‘Qiaodan’ sports