In a well publicised case, Qiaodan Sports Co adopted the Chinese-language trade mark ‘乔丹’. The characters are pronounced 'chee-ow dahn' or 'qiaodan', which is phonetically similar to 'Jordan'. Michael Jordan has sued the company for unauthorized use of his name. Qiaodan Sports lawyers have defended to company's use of the mark on the basis that the real intention for picking the name, Qiodan was to evoke the actual meaning of “grass and trees of the south”. The similarities with respect to marks are however clearly apparent from the Michale Jordan website.
We will provide further information once, the associated regulations on the Chinese trade mark system have been released.