Unlike in the US, where one must first show actual use or an intention to use before one can apply for a trademark,"Horace Lam, Beijing-based intellectual property partner of global law firm Jones Day, said in an interview.

"This trademark will be difficult to take from Risheng because Risheng applied for these trademarks ... for use in the same products that Nike sells: a wide array of athletic apparel and sports equipment.

"Nike and Jeremy Lin could buy the trademark from Risheng, which could potentially cost millions of RMB," Lam said.

Nike Inc started selling Jeremy Lin-themed shoes on its website and launched its "Linsanity" line of clothes at Foot Locker Inc stores this month, cashing in on the point guard's fame.

Lin himself is applying for a trademark in the United States to the term "Linsanity", widely used to describe his meteoric rise, according to the US Patent and Trademark Office.

EYE FOR TALENT

Risheng's legal representative, Yu Minjie, said Lin caught her eye when she saw him playing on Chinese television in 2010.

"I'm a Harvard fan ... I like him very much. He gave me a lot of surprises and inspiration," Yu told Reuters.

Risheng will start selling basketballs under the "Lin Shuhao Jeremy S.H.L." trademark across China in March.

"Several big companies looked me up to cooperate or buy (the trademark). I'm willing to sell, but there is no ideal offer now," she added.

Lin's is the latest in a series of China-related trademark disputes that have arisen. Last week, basketball legend Michael Jordan filed a lawsuit in China against Qiaodan Sports Co, accusing the firm of unauthorised use of his Chinese name and jersey number.

Jordan is known as "Qiaodan" in China, where basketball is one of the most popular sports with itwn own superstar, Yao Ming.