Retired NBA superstar Michael Jordan announced that he has filed a lawsuit in China against a Chinese sportswear and shoe manufacturer over unauthorized use of his name.

Jordan's lawsuit against Qiaodan Sports Company Limited says the firm deliberately misled Chinese consumers, and the six-time NBA champion is taking action to preserve ownership of his name and brand.

Jordan has been known in China by the name Qiaodan since he became a global basketball star in the 1980s, his games being seen on Chinese television since the 1987 NBA All-Star Game, the first NBA telecast in China.

"It is deeply disappointing to see a company build a business off my Chinese name without my permission, use the number 23 and even attempt to use the names of my children," Jordan said in a statement.