China's highest court has ruled in favour of former basketball star Michael Jordan in a long-running trademark case relating to a local sportswear firm using the Chinese version of his name, overturning earlier rulings against the athlete. Anita Li reports
He's arguably the biggest name in basketball history... But for the past few years in China - Michael Jordan has been dealing with a different kind of court. A long-fought battle over naming rights finally wrapping up on Thursday ending with Jordan doing what he was always been best at - winning. (SOUNDBITE) (English) ANITA LI, REUTERS REPORTER, SAYING: "I'm Anita Li outside Qiaodan Sports in Shanghai - the company that Michael Jordan first sued four years ago in a trademark case over the use of his Chinese name and iconic number 23. A court ruling in 2015 went in favour of Qiaodan prompting Jordan's legal team to take the case all the way to China's supreme court, which has now overturned the ruling." It's a rare bit of good news for a foreign brand in China. Big names including iPhone and New Balance have also had to go to court over trademarks in the past - and lost. Although Jordan has secured the rights to his Chinese name. Qiaodan has retained the use of the Romanized version. The former Chicago Bulls star says he's glad the right to his brand has been protected. But this isn't likely to be his last headache in China. A separate naming case is still to be heard.