Opening statements planned at Chicago trial looking at value of Michael Jordan brand

Associated Press

Opening statements are set for a civil trial looking at the market value of Michael Jordan's identity.

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Wednesday's openings at Chicago federal court will focus on whether a grocery-store chain diluted the value of the former Chicago Bull's brand by running a steak-coupon ad invoking his name without permission.

The case stems from a lawsuit the six-time NBA champion filed against the now-defunct Dominick's Finer Foods.

During jury selection Tuesday, Dominick's lawyers questioned would-be jurors about whether Jordan's stardom would tilt their findings in his favor.

Judge John Blakey dismissed one who said he idolized Jordan. When a lawyer noted the man wasn't wearing Nike Jordan-brand shoes, Blakey said maybe they should see if he used another Jordan-endorsed product.

Blakey joked, "We should check if he was wearing Hanes (underwear)."