Hall-of-Famer, Michael Jordan is known by most in the United States, but now he is making headlines in the highest populated country in the world.  Jordan sought rights to his name in Chinese characters in a trademark case that made its way to China’s highest court. 
After four years in court, Jordan’s legal battle with local sportswear maker Qiaodan Sports Company, which he accused of “building a brand around the Mandarin transliteration of his name,” has come to an end. .“Qiaodan” is the Chinese rendering of “Jordan” and the company has over 6,000 stores throughout China. 
Jordan did not give Qiaodan permission to use his name, nor his famous jersey number “23” around which they built their business around in the “basketball-mad China,” causing Jordan to bring suit in 2012. 
Jordan claims that Qiaodan has damaged his legal rights to use his name, and sought that the court invalidate more than 60 trademarks in use by the company. 
Jordan’s legal battle ended with China’s top court granting him the right to his own name spelled with Chinese characters, overruling lower court decisions.  Jordan did not win all claims he sought in court, however. The Court found that they could not prevent Qiaodan from spelling Jordan’s Chinese name phonetically using the English alphabet.  The Court also found that there was not sufficient evidence to show that Chinese customers associate the Romanized system of the Chinese language with Jordan’s name. 
Still, large international companies and lawyers say this verdict is important in establishing the protection of intellectual property rights for foreign companies in the world’s second largest economy.