Michael Jordan only wants from Dominick’s what is fair, lawyer says

But during closing arguments at the end of a weeklong trial, lawyers for Dominick’s owner Safeway countered that it should pay Jordan no more than $126,900 for using his identity without permission in a 2009 advertisement.

Though Jordan’s lawyers never put a dollar amount on what they want the jury to award the basketball legend, their arguments made it clear that they are hoping for millions. Jordan doesn’t do deals that he expects to have less than a $10 million total value, Jordan previously testified.

During an emotional closing argument, Jordan attorney Fred Sperling gestured to him in the courtroom and told the jury that Chicagoans “got to watch him soar like nobody else ever has.”

“Companies want to associate themselves with that, and they want to do that because of who he is — a man of unquestioned integrity,” he added.

He said that like anyone else, Jordan has “the right to decide who uses his identity” but had earned the right to command huge sums for his endorsement deals by having the “fiercest work ethic anyone’s ever had,” telling jurors that “by your verdict you’ll let Safeway and Dominick’s know what is fair.”

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