"It compares Michael to a piece of steak"
That was the statement of Estee Portnoy, a marketing executive hired by Michael Jordan who interpreted a particular advertisement as belittling portrayal of the superstar's brand according to bleacherreport.
It was on 2009 that a Sports illustrated print ad by Dominick's Finer Foods caused a legal battle between Jordan's camp and of the said company. The ad that is being questioned by Jordan's legal team is pertaining to the one congratulating Jordan on his Hall of Fame induction with a featured coupon accompanied by an image of a steak at the bottom, with a text that reads as, "Michael Jordan ... You are a cut above."
As quoted by bleacherreport, Jordan's attorney, Frederick Sperling, pointed out during opening statements that, "What's Mr. Jordan's most valuable asset? It's the use of his identity." And in perspective the unauthorized use of Jordan's name may be worth $480 million or more. For in the statement of the lawyer, the namesake of the NBA legend alone is worth at least $480 million to Nike and that each commercial use of Jordan's name is worth more than $10 million to companies.
With regards to the case standing, espn reported that a separate judge previously ruled that the Dominick's indeed used the identity of Michael Jordan without permission which would mean that the only issue to resolve is the damages of the said commercial advertisement. Now it is up to the jurors to decide whether to grant Jordan millions of dollar or to decide no notable damage was done to the Basketball Star's image.
It can be reckoned that same issue also surfaced prior to this legal incident. Jordan also filed a case against the supermarket group, Jewel-Osco for similar congratulatory ad on his Hall of Fame induction. In that said case, a lower court judge ruled in 2012 that the ad and its message is constitutionally protected free speech. However, an appellate court overturned the decision and a trial is set to be scheduled this year.
Now if the law suit against Dominick's Finer Foods would be successful, then it could be considered as a deathblow to the company that was founded in Chicago in 1918.
