Qiaodan (Chinese: 乔丹) is a Chinese sportswear brand operated by Zhongqiao Sports Co., Ltd. (formerly Qiaodan Sports Co., Ltd.). Headquartered in Xiamen, Fujian, the company specializes in athletic footwear, sportswear, and sporting accessories. It is particularly recognized in its home market for its running and basketball product lines.

It is important to distinguish that Qiaodan is not affiliated with Michael Jordan’s Jordan Brand, which is owned by Nike.

The company reports having approximately 6,000 retail accounts covering all 31 provincial-level regions of mainland China. Its operations span running, basketball, training, outdoor, and lifestyle categories.

Qiaodan (乔丹) is the standard Chinese transliteration of the surname Jordan. In Mandarin, it is pronounced approximately Qiáo Dān. This name became strongly associated with Michael Jordan in China during the 1980s and 1990s as his global popularity rose.

The company adopted 乔丹 (Qiaodan) as its corporate and brand identity while Michael Jordan was already widely known in China by this name. 1

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Early Origins (1984–2000)

The roots of the company trace back to a small manufacturing enterprise in Jinjiang, Fujian, a region that has since become one of China’s major centers for footwear manufacturing. The official history identifies 2000 as the key founding year of Qiaodan Sports, when it established its production base in Jinjiang and began developing into a dedicated sportswear company.

Expansion (2000s)

During the 2000s, the company expanded its manufacturing capabilities, distribution channels, and retail network. Key milestones include:

• 2000: Establishment of Qiaodan Sports.
• 2003: Opening of new factories and standardized production lines.
• 2005: Relocation of the brand management center from Quanzhou to Xiamen.
• 2008: Completion of the Tong’an clothing production base.
• 2009: Entry into sporting-event sponsorship and equipment partnerships.
• 2010: Submission of an IPO application and further development of the sporting-goods business.
• 2015: Launch of the children’s sportswear line, QIAODAN Kids.
• 2018: Independent operation of the lifestyle-oriented Qiaodan Zhizao line begins. 2

Qiaodan positions itself as a mass-market Chinese sportswear company rather than a luxury or premium fashion label. Its primary categories include:

Running

Running is a core category for the company. Products include daily running shoes, cushioning shoes, lightweight models, performance-oriented footwear, and running apparel. 1

Basketball

Basketball remains a significant part of the brand’s identity, producing basketball shoes, jerseys, apparel, training gear, and lifestyle sneakers inspired by the sport. This category has historically been central to the brand’s association with the name “Qiaodan.” 1

Training

The brand offers products for gym training, fitness, cross-training, general exercise, and indoor sports.

Outdoor

Newer strategies include outdoor-oriented footwear and apparel.

Lifestyle

Qiaodan has expanded beyond pure performance sportswear into casual sneakers and sports-fashion products. The Qiaodan Zhizao line supports this broader lifestyle direction. 1

Historically, Qiaodan’s competitive advantage lay in combining Chinese manufacturing efficiency with relatively affordable prices and recognizable sports branding. It competed alongside domestic rivals such as Anta, Li-Ning, Xtep, 361°, and Peak. Instead of relying on celebrity luxury positioning, Qiaodan built a broad retail network offering accessible sports shoes and clothing.

Currently, Zhongqiao Sports states its mission is to provide consumers with a healthier lifestyle through sports experiences, emphasizing values such as consumer orientation, integrity, innovation, collaboration, and sharing.

There are two separate sportswear entities often confused due to naming similarities:

Shoes carrying the QIAODAN or 乔丹 mark are not Air Jordan products.

While historically focused on China, Zhongqiao has pursued international growth. Key developments include:

• Overseas market development beginning in the 2020s.
• Opening of the first overseas Qiaodan store in Hanoi, Vietnam, in 2023. 12
• Continued expansion of overseas operations to build an identity less dependent on the previous name association.

The modern company emphasizes sports technology. Its stated slogan in Chinese is “科技助力每一步” (Technology powers every step), while its English site uses “One More Step.” Focus areas include cushioning technology, running performance, athletic comfort, lightweight footwear, and product development.

Qiaodan benefits from its location in Jinjiang/Fujian, a major hub for China’s sports-shoe production. The company developed its own manufacturing infrastructure, with production bases in Fujian, Henan, and Tibet. It operates as part of China’s broader sports-footwear supply chain industry. 4

According to company information, products are sold through approximately 6,000 retail accounts across all 31 provincial-level regions of mainland China. The customer base includes everyday consumers, students, recreational athletes, runners, basketball players, and families seeking accessible sports footwear.

Qiaodan/Zhongqiao has undergone a complex process regarding public listing:

• 2010–2011: Initial IPO materials submitted.
• March 2023: Application for Shanghai Stock Exchange main-board IPO accepted.
• May 2024: The Shanghai Stock Exchange announced the withdrawal of the listing application by the company and its sponsor, terminating the review.

As of 2026, Zhongqiao Sports is not a publicly listed company on the Shanghai Stock Exchange based on this specific process. 5 6

• 1984: Predecessor established in Jinjiang, Fujian. 4
• 2000: Qiaodan Sports established. 5
• 2003: New production facilities opened.
• 2005: Management moved to Xiamen.
• 2008: Tong’an clothing base completed.
• 2009–2010: Sponsorship expansion; IPO preparations begin. 6

• 2015: Launch of Qiaodan Kids.
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• 2018: Qiaodan Zhizao becomes independent.
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• Jan 2021: Corporate name changed to Zhongqiao Sports. 7

• 2022: First directly operated UMBRO Greater China store opens.
• 2023: SSE IPO application accepted; first overseas store opens in Hanoi, Vietnam. 12
• 2024: SSE terminates IPO review after withdrawal.
• 2026: Zhongqiao Sports continues operations with planned expansion. 8

1. Michael Jeffrey Jordan v. Trademark Review and Adjudication Board and Qiaodan Sports Co., Ltd. (2016) ZGFXZ No. 27, SPC
2. 中乔体育官网
3. Jordan vs. Qiaodan: A 1-on-1 in the Court of Trademark Law – Syracuse Journal of International Law and Commerce
4. QIAODAN Trademark of ZHONGQIAO SPORTS CO., LTD. – Registration Number 5303966 – Serial Number 79203099 :: Justia…
5. Chinese sports brand Qiaodan sues Michael Jordan – China.org.cn
6. JORDAN v. QIAODAN: The Lessons of Trademark Enforcement in China
7. Highest court hands Jordan partial victory – China – Chinadaily.com.cn
8. Michael Jordan wins trademark case – China – Chinadaily.com.cn
9. WIPO Lex, China, Michael Jeffrey Jordan v. Trademark Review and Adjudication Board and Qiaodan Sports Co., Ltd. (2016)…
10. News_中国贸促会专利商标事务所
11. China – register your trademarks in Chinese now: lessons from Michael Jordan’s defeat in trademarks combat against…
12. Giới thiệu