BEIJING, Feb. 24 (Xinhuanet) -- NBA superstar Michael Jordan announced that he is suing a Chinese sportswear and shoe manufacturer for unauthorized use of his name, according to foreign media reports Friday.
Jordan has filed a lawsuit in Chinese court against Qiaodan Sports Company Ltd., charging the company with using his name and playing number without permission.
According to the lawsuit, the company's name, "Qiaodan," is the moniker Jordan has been known by in China since he gained widespread popularity in the mid-1980s.
"A Chinese sports company has chosen to build a Chinese business off of my Chinese name without my permission," Jordan explained in a video message on his website.
"It pains me to see someone misrepresent my identity. I have no other choice but to turn to the courts."
Jordan said the lawsuit was not about money, but about "principle and protecting my name."
"Any monetary awards I might receive will be invested in growing the sport of basketball in China," he added.
The suit claims that Qiaodan's use of Jordan's name and its marketing tactics have misled Chinese consumers.
So far, the company denies any connection to the NBA legend and argues any resemblance is coincidental.