The Courier-Mail

Jor­dan stakes his brand value on court de­ci­sion

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CHICAGO: Michael Jor­dan was in a fed­eral court­room yesterday for the start of a civil trial that will scru­ti­nise the mar­ket value of f the for­mer bas­ket­ball star’s brand.

It will look at whether a gro­cery­s­tore chain di­luted that value by run­ning a steak-coupon ad­ver­tise­ment that in­voked his name with­out per­mis­sion.

The trial in the city where Jor­dan won six NBA cham­pi­onships with the Bulls stems from a law­suit he filed against the now-de­funct Do­minick’s Finer Foods for the 2009 ad in Sports Il­lus

The ad con­grat­u­lated him on his in­duc­tion into the Bas­ket­ball Hall of Fame.

Text above a $2 coupon and pho­to­graph of a steak read, “Michael Jor­dan ... You are a cut above”.

Jor­dan (pic­tured) has metic­u­lously guarded his im­age.

The suit was an at­tempt to thwart com­pa­nies that em­ploy praise to slip ref­er­ences to him into an ad.

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