Qiaodan (乔丹) is a Chinese sportswear brand operated by Zhongqiao Sports Co., Ltd. (中乔体育股份有限公司), formerly known as Qiaodan Sports Co., Ltd. (乔丹体育股份有限公司). Headquartered in Xiamen, Fujian, the company specializes in athletic footwear, sportswear, and sporting accessories. It has established a significant presence in China, particularly recognized for its running and basketball products.

It is important to distinguish Qiaodan from Jordan Brand, the Nike-owned subsidiary associated with basketball legend Michael Jordan. The two entities are separate companies with no ownership or endorsement relationship.

The company reports operating approximately 6,000 retail accounts across China’s 31 provinces, municipalities, and autonomous regions. Its product lines cover running, basketball, training, outdoor activities, and lifestyle categories.

Early Development (1984–2000)

The roots of the company trace back to a small manufacturing enterprise in Jinjiang, Fujian, a region that evolved into one of China’s primary hubs for footwear production. While the predecessor was established in 1984 4, the official founding year for Qiaodan Sports is cited as 2000. During this period, the company established its Jinjiang production base and began transitioning into a dedicated sportswear manufacturer 5.

Expansion (2000s)

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

• 2003: Implementation 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: Initiation of sporting-event sponsorships and equipment partnerships.
• 2010: Submission of an Initial Public Offering (IPO) application and further development of its sporting-goods business.
• 2015: Launch of the children’s sportswear line, QIAODAN Kids.
• 2018: Independent operation of the lifestyle-oriented Qiaodan Zhizao line 2.

Qiaodan positions itself primarily as a mass-market Chinese sportswear provider, focusing on accessibility and performance rather than luxury fashion. Its portfolio includes several core categories:

Running

Running is a central category for the brand. The product range includes daily trainers, cushioning shoes, lightweight models, and performance-oriented running shoes, along with matching apparel. The company emphasizes running technology in its current marketing.

Basketball

Basketball remains a key pillar of Qiaodan’s identity, partly due to the historical association of the name with Michael Jordan. Products include basketball-specific footwear, jerseys, apparel, training gear, and lifestyle sneakers inspired by the sport.

Training and Fitness

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

Outdoor and Lifestyle

In recent years, Qiaodan has expanded into outdoor-oriented footwear and apparel. The Qiaodan Zhizao line targets the casual sneaker and sports-fashion market, reflecting a broader shift toward lifestyle products alongside traditional performance wear.

Historically, Qiaodan’s competitive advantage lay in combining Chinese manufacturing efficiency with affordable pricing and recognizable sports branding. It competes in the domestic market against other major Chinese sportswear companies such as Anta, Li-Ning, Xtep, 361°, and Peak.

Unlike brands that rely heavily on celebrity endorsements for luxury positioning, Qiaodan built a vast physical retail network targeting everyday consumers, students, recreational athletes, and families seeking accessible sports footwear.

Today, Zhongqiao Sports describes its mission as providing a healthier lifestyle through sports experiences, citing values of consumer orientation, integrity, innovation, collaboration, and sharing. The company leverages its connection to the Jinjiang/Fujian footwear manufacturing ecosystem, having developed extensive production infrastructure over time, including facilities in Henan and Tibet.

Portfolio

Under Zhongqiao Sports, the company manages a diverse portfolio of brands and businesses:

• QIAODAN: The core sportswear brand.
• QIAODAN KIDS: Children’s sportswear.
• Qiaodan Zhizao: Lifestyle and casual wear.
• UMBRO Greater China: In 2020, the company acquired the operating rights for Umbro in Greater China, marking a shift toward a multi-brand strategy.

IPO History

Qiaodan/Zhongqiao has pursued a public listing for many years. In March 2023, Zhongqiao Sports’ application for a main-board IPO on the Shanghai Stock Exchange was accepted. However, in May 2024, the exchange announced that the company and its sponsor had withdrawn the application, terminating the review process. As of 2026, Zhongqiao Sports is not publicly listed on the Shanghai Stock Exchange via this specific process.

International Expansion

While historically focused on the Chinese domestic market, Zhongqiao Sports has begun pursuing international growth. Overseas market development initiatives started in the 2020s, culminating in the opening of the first overseas Qiaodan store in Hanoi, Vietnam, in 2023.

Modern Qiaodan products emphasize sports technology, including cushioning systems, lightweight materials, and athletic comfort. The company’s slogan on its English site is “One More Step,” while its Chinese site uses “科技助力每一步” (roughly translating to “Technology powers every step”).

Visually, the brand historically used a silhouette of a basketball player, which drew comparisons to Nike’s Jumpman logo. Today, the visual identity is distinct, aligning with the rebranded corporate image of Zhongqiao Sports.

Qiaodan represents a complex case in modern Chinese business history. On one hand, it is a legitimate, large-scale sportswear manufacturer with decades of operational history, thousands of retail locations, and a growing multi-brand portfolio including Umbro. Today, the company operates independently of Michael Jordan, focusing on building its own reputation through product technology and international expansion.

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. Highest court hands Jordan partial victory – China – Chinadaily.com.cn