本文回顾了运动员Michael Jordan诉乔丹体育侵权一案,分析了这样一个历时四年的大案对飞人乔丹和乔丹体育等各方产生的影响。由本案出发,结合我国诸多体育企业的品牌推广情况,为更多民营体育企业提出了建议,强调体育企业要强化自身创新能力,更多地开发自主知识产权,走上规范化、法制化、合理化的发展道路。 This article reviews the case of athlete Michael Jordan v. Jordan Sports Infringement and analyzes the impact of such a four-year case on the trapeze such as Jordan and Jordan Sports. Starting from the case, combined with the brand promotion situation of many sports enterprises in our country, some suggestions for more private sports enterprises are put forward, emphasizing that sports enterprises should strengthen their own innovation ability, develop more independent intellectual property rights, and take the standardized, legalized and rationalized Development path.