^ array:3 [
  "code" => 1
  "data" => array:7 [
    "id" => "28"
    "title" => "乔丹VS乔丹体"
    "content" => "<p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">迈克尔·乔丹是美国一个篮球传奇巨星,赢得NBA冠军无数,是篮球乃至体育界最具影响力的球员之一,成为许多篮球爱好者的偶像。<br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">而在中国有一家乔丹体育股份有限公司(下称乔丹体育),成立于2000年,主要从事运动鞋、运动服装及运动配饰的设计、研发、生产和销售,是福建省百强企业和福建省纳税前三十强企业。公司的发展少不了商标,为此乔丹体育名下配备了“乔丹”、“QIAODAN”、“乔丹体育”等一系列商标。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255); text-align: center;"><img src="https://static.youming.cn/article/201910/18/1571389138.webp" title="1571389138.webp" alt="1571389138.webp" width="500" height="292"/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">尴尬的重名之外,乔丹体育的图形商标还与迈克尔·乔丹本人的剪影达成高度相似,颇有搭便车的嫌疑。<br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255); text-align: center;"></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">2012年,乔丹体育计划登陆上交所之际,迈克尔·乔丹以侵害商标权和姓名权为由将乔丹体育告上法庭。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">于是就开始了反复打官司之路。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">2012年,迈克尔·乔丹申请撤销乔丹体育的78个相关注册商标,但是商评委裁定维持乔丹体育的一系列商标注册。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">2015年,北京市第一中级法院在一审、二审都驳回了迈克尔·乔丹的诉讼请求。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255); text-align: center;"></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">2016年,最高人民法院宣判,乔丹体育注册的78个商标中,涉及姓名“乔丹”的3个商标确认违反商标法规定,予以撤销。不过,这些违规商标均是周边其他类商品的防御性商标。相反,乔丹体育在主营业务上使用的4个最主要商标,都得到维持。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">直到最近,最高人民法院审结乔丹体育公司商标争议案,认为商标没有体现乔丹个人特征,不具有可识别性,因此判决其商标并未损害球星乔丹肖像权,乔丹再次败诉。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p><section><section><section><section><section><section><section><strong>乔丹体育真的赢了?</strong></section></section></section></section><section></section></section></section></section></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">虽然乔丹体育在事后表示,公司目前使用的商标基本没有受到影响。但乔丹体育其实因为这件事情付出巨大代价。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">从1990年代开始,同是晋江鞋厂的其他品牌就相继改名,例如“三兴”变为“特步”、“别克”更名为361度、“求质”变成“安踏”等等,而这些企业也在2010年前完成IPO,现如今都发展态势良好。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">作为同一批的乔丹体育,原本可以成为“A股体育品牌第一股”,却由于商标案件错失良机。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">另外,消费者偏向于支持迈克尔·乔丹,认为乔丹体育是山寨,由此毁掉了乔丹体育塑造起来的品牌形象。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">然而,在如此重创之下,今年8月乔丹体育却再次现身IPO!为此,乔丹体育展开了品牌重塑行动。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">一方面,乔丹体育对商标做出调整。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">部分店铺形象将“乔丹体育”字样缩小,有的还加上“QDSPORTS”或“BREYOUND YOURSELF”等全新字样。品牌标识“打篮球的男人”亦不再显眼。取而代之的是,部分服装的外观标识变更为“BUN+”、“TEAM”、“SHOT”、&nbsp;“YOUTH”等系列字样,仅在领口或衣袖处标有争议商标。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">另一方面,乔丹体育频频赞助体育大赛,利用赛事平台传递品牌形象。<br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">乔丹体育赞助了世界大学生冬季运动会、国际大学生体育联合会(FISU)、第十三届天津全运会,同时是第25-30届世界大学生夏季运动会中国和俄罗斯代表团的装备赞助商。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><br/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; color: rgb(68, 68, 68); font-family: &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Microsoft Yahei&quot;, 微软雅黑, STXihei, 华文细黑, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">种种行动表明乔丹公司真的有在行动,商标案也赢了,IPO也提上了日程,但这次消费者会买单吗?</p><p><br/></p>"
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