从典型体育商标争议案例探讨中国体育品牌的发展

Discussion on the Development of Sports Brand in China from the Case of Typical Sports Trademark Disputes

中国是世界最大的体育产品生产国和出口国,但是我国自主体育品牌的发展却非常缓慢,世界著名的体育品牌仍以阿迪达斯和耐克为主。从"乔丹"商标争议案、阿迪达斯诉阿迪王商标侵权案和梅西斯公司"米菲"商标维权案为切入点,分析了这3起纠纷的缘由和区别,并对其争议结果的不同做出了法律解释。其中,争议商标的相似性、被告商标是否涉嫌不正当竞争以及对相关法律的依据是最根本的原因。最后,从企业自身和法律政策层面对我国体育品牌的发展分别提出了相关建议,以期我国体育品牌能够尽快成长为世界性的著名品牌。

Being the largest producer and exporter of sports products around the world, the development of China’s own sports brand is far from being perfect. The famous sports brands like Adidas and Nike still clench their strongholds around the world. From the perspective trademark dispute, this paper analyzes the causes and differences of the cases of Jordan Trademark Dispute, Adidas and King Adidas Trademark Infringement and Mercis’ Mifei Trademark Rights Case, giving legal explanations for the differences of the disputed results, in which the similarity of disputed trademarks and the suspicion of an unfair competition in the defendant’s trademark and the basis of relevant laws as the most fundamental reasons are all explored. Finally, the paper puts forward some suggestions on the development of Chinese sports brand as an enterprise by itself and legal policy, by which hopefully it would make Chinese sports brands grow into world-class famous brands as soon as possible.