Jordan trademark case was in a hot water in that year. It was several years since the two sides had a dozen lawsuits. But recently, Jordan sports was about to land a shares. Has the previous trademark wave subsided? How will Jordan sports get "rebirth"?
Why can Jordan sports be able to appear again in IPO?
Jordan sports wants to get the market recognition again, brand remodeling is the inevitable choice, so the company also launched the action.
On the one hand, Jordan sports makes adjustments to the trademark.
Some stores reduce the word "Jordan sports", some of which are also added with the new words "qdsports" or "breyout yourself". The brand logo "the man playing basketball" is no longer visible. Instead, the appearance marks of some clothes are changed to "bun+", "tea", "shot", "Youth" and other series words, and only the disputed trademark is marked at the beginning of neckline or sleeve.
On the other hand, Jordan sports frequently sponsors sports competitions and uses the platform to convey brand image.
Jordan sports sponsored the world college students winter games, the International College Sports Federation (FISU), the 13th Tianjin National Games, and was also the equipment sponsor of the 25th-30th World College Students Summer Games delegations in China and Russia.
But in the course of these actions, the pattern of "playing basketball" and the word "Qiaodan" are still everywhere, and Jordan sports does not seem to completely change the meaning of the trademark.
In addition, since 1990s, other brands of Jinjiang shoe factory have been renamed successively, such as "Sanxing" changed to "special step", "Buick" changed to 361d, "quality seeking" to "Anta", etc., and these enterprises also completed IPO before 2010, and now they have a good development.
As a group of Jordan sports, it could have become "the first share of A-share sports brand", but because of the missed opportunity of trademark cases, it is now sweeping over again, I wonder if this time can be successful?
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