London, Feb 24 (ANI): Michael Jordan is suing Qiaodan Sports, a Chinese sportswear firm, for building a multi-million dollar business around his brand without his permission.
Jordan, who is known as Qiaodan in basketball-mad China, did not reveal how much compensation he is seeking as he filed the case in a Chinese court on Tuesday.
"When I played, I played within the rules. Today, even in business, honesty is a high value. No-one should lose control over their own name," the Daily Mail quoted him as saying.
"I've established a name, a likeness and an identity that represents me. When you see the Jordan brand its a direct connection of who I am.
"I've always thought my name means everything to me and something that I own. When someone takes advantage or misrepresents that it's left up to me to protect that.
"That goes for everyone all over the world. Your name is your DNA. When someone takes it, I think it's a violation," he added.
The basketball star said that he has no other choice but to turn to the courts and added that that he feels the need "to protect my name, my identity and the Chinese consumers".
"It's deeply disappointing to see a company build a business off my Chinese name without my permission, use the number 23 and even try to use my children's names.
"This complaint is not about money. It's about principle and protecting my name," he said.
However, the company he is suing - named after the Chinese translation of the former Chicago Bulls star's surname - has defended its use of his name by saying it is within its national law.
"Qiaodan is a trademark registered under the Chinese law by our company and the legitimate use of the trademark is protected," said a spokesperson for Qiaodan Sports said.
Over the past few years, the company has become the Olympic partner of Mongolia, Kazakhstan and Turkmenistan.
In 2010 it became the official partner of the International Basketball Federation (FIBA). (ANI)
Read More: Jordan | Kazakhstan | Mongolia | China | Mail | International Airport | A.c.company | Dt.court | China Nandigama | China Garlapadu | Federation Buildings | Shyambazar Mail Delivery Po | Mail Bazar | Anelih | Anini | Kamlang Nagar | Kherem | Daily | China Dhab | Mon | K.r.high School