Michael Jordan, the American basketball legend, is suing Qiaodan Sports Company of Chinafor using his name. The term “Qiaodan” is the name Jordan has been known by in China since he first became known there, when he played for the U.S.team in the 1984 Olympics. Jordan said in a statement that over the years he has worked hard to build up his identity and his brand, and he thinks Chinese consumers need to be aware of what they are buying. He noted that Qiaodan Sports Company, which manufactures sportswear and footwear, has also used his team number, 23, and tried to use the names of his children. The legal action has been filed in China, where plaintiffs can receive injunctions and monetary damages if they are found to be famous, if the defendant has acted in bad faith and used the name without authorization, and if the use of the name can be confusing to customers. Jordan said that it wasn’t about money – he will funnel any damages he receives into efforts to promote basketball in China. More information is available at www.therealjordan.com. Nike, Jordan’s longtime partner, is not involved in the suit.