Jordan stakes his brand value on court decision
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.