Usually when you hit bankruptcy, that’s about as bottom as you’re going to get.
But in this case, Dominick’s may have found a new low.
The now defunct chain of grocery stores here in Chicago thought it had a winner in 2009 when it ran an advertisement for its steaks above a picture of Chicago Bulls legend Michael Jordan that didn’t do too well. In fact, just two customers redeemed $2 off coupons attached to the ad for cut-price steaks.
Jordan will appear in court today here is in Chicago where he’ll go after the now failed chain for illegally using his identity to the tune of 10 million bucks.
Jury selection in what’s expected to be a weeklong trial begins Tuesday at the Everett M. Dirksen U.S. Courthouse, and Jordan is expected to testify.
Dominick’s has already been found liable by the judge.
The only question left for jurors: just how much should Dominick’s pay for its unauthorized use of Jordan’s image?
Deals with Nike, Gatorade, Hanes and other sponsors that ensure Jordan is still the world’s best-paid athlete, more than a decade after his retirement, are likely to come under scrutiny during the case.
Experts hired by Jordan say the value of his image should be determined by those “bundled” contracts — meaning Dominick’s should pay millions.
But experts hired by Dominick’s say the fair market value of Jordan’s image in a single print ad is worth far less than those mega deals. They asked the judge to use a special questionnaire to weed out potential jurors who might be star struck by Jordan, a request the judge refused.
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Can you really get blood from a stone?
Source: Chicago Tribune