According to China Daily, in February 2012, Michael Jordan filed a lawsuit for wrongful use of his name in China, and accused Qiaodan Sports Co. of profiting illegally by using his name on its marketing materials and products. "Qiaodan" is the Chinese translation for "Jordan" and has been used by the Fujian-based company since it registered the name in 2000.

Qiaodan Sports Co. has gained a high reputation on sports clothing, shoes and accessories in the Chinese market. Its attorney agent alleged that, “The brand ‘Qiaodan’ is very different from Michael Jordan’s family name. Since in US ‘Jordan’ is an ordinary family name, it’s difficult to prove that the brand ‘Jordan’ and Michael Jordan are necessarily related. The NBA superstar’s social celebrity cannot ensure him the privilege in trademark registration.”