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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