Jeremy Lin, point guard for the New York Knicks, has his fame within just five minutes. Nike now has a campaign to promote “Linsanity”. This includes giving the Knick a custom pair of made shoes.

Chinese-Americans have been buying jerseys, shirts and posters to promote the player. However, Nike has found themselves a competitor in China. Indeed his fan base in China is strong as ever, but Wuxi Risheng Sports Utility, a sports equipment provider, had actually got a jump start on this superstar and used his name in several variations to trademark their equipment.

Nike-sponsored Michael Jordan filed a suite against Chinese companies for using his name for promotional purposes without his permission. These two cases will test the Trademark laws of both the U.S. and China alike.