Former Chicago Bulls star and current Charlotte Bobcats owner Michael Jordan filed suit in a Chinese court against Qiaodan Sports Company Limited, a sportswear and footwear manufacturer, for unauthorized use of his name.
In a statement released through his spokeswoman, Jordan says he's worked hard to establish his name and calls the issue "deeply disappointing to see a company build a business off my Chinese name without my permission, use the number 23 and even attempt to use the names of my children."
Jordan says, "This complaint is not about money, it's about principle and protecting my name."
The Chinese company has registered and uses the name "Qiaodan" — the moniker Jordan has been known by in China since he gained widespread popularity in the mid-1980s.
In a separate lawsuit, a federal judge ruled in Jewel-Osco's favor over an ad it placed in Sports Illustrated three years ago when Jordan was inducted into the Basketball Hall of Fame.
The ad read, "Jewel-Osco salutes #23 on his many accomplishments as we honor a fellow Chicagoan who was 'just around the corner' for so many years" -- which is a play on Jewel's slogan.
Lawyers for the basketball legend argued the ad used Jordan to promote the supermarket chain. But the judge ruled it was non-commercial speech.