Skip to Content, Navigation, or Footer.

Shame on Michael Jordan for suing small grocery

BIZ JORDAN-SUPERMARKET-LAWSUIT TB
Michael Jordan arrives at the Dirksen U.S. Courthouse in Chicago on Tuesday, Aug. 11, 2015, to appear in U.S. District Judge John Blakey's courtroom to demand as much as $10 million from the now defunct Dominick's for illegally using his identity in an ad. (Anthony Souffle/Chicago Tribune/TNS)

1 billion.

According to Forbes' 29th annual World Billionaires List, it’s the net worth of the 1,741 richest person in the world. 

Or, in other words, it’s the net worth of NBA Hall Of Famer Michael Jordan.

When you have three commas in your checking account and a million dollars equates to pocket money, life is good. In fact, life could become so good and financially secure that you start to search for conflict, nitpicking the smallest of situations.

This is exactly what happened to Michael Jordan and the bone he chose to pick with Dominick's grocery store six years ago over unlicensed and unapproved use of his name. This situation culminated last Friday with a Chicago court (biased to Jordan much?) ruling that Dominick’s must pay Jordan $8.9 million.

The store’s offense in question took place in 2009 as Dominck's released an add congratulating Jordan on his Hall of Fame induction while including a two dollars off Rancher’s Reserve Steak coupon. 

Upon hearing of this, Jordan (ridiculously) sued the company for $5 million. This action was taken not for the money. Five million dollars to Jordan would be about $500 to the average American and he had agreed to send the lawsuit money to charity anyway. The lawsuit was filed for the principle of the matter: Using Jordan’s name and brand, without permission, to make money.

It should be noted Dominick's failed to make the money they hoped. The coupon itself ended up a failure for the restaurant, as a mere two people cashed in on the two dollars off benefit.

Now, I have nothing but pure respect for the greatest player in NBA history. As a player, Jordan commands nothing but. However, as a person, I have a big problem with Jordan going after this small-level grocery store.

Did Jordan make sure to thank the store for his congratulatory ad while he was ordering his lawyers to sue the Chicago store?

Honestly, Jordan. You have a never ending supply of money, power and things to do, yet you took the time to fight this case for six years? My goodness, Michael. 

On top of this, Dominick's had openly admitted to wrongly using his name and brand, but that wasn’t enough for Jordan, was it.

He had to take money from the company as well. If it was just for the principle of things and any money he received would not be going into his pocket then why spend the time deliberating on how much the Chicago store should pay him?

It was a classic case of a high and mighty public figure wielding a serious power surge over a helpless company or individual.  

Jordan’s marketing executive and adviser, Estee Portnoy, stated beforehand that Jordan would resist doing business with anyone unless the deal would be worth $10 million or more.

If this is indeed the case, then why waste six years on what amounted to be a business deal/transaction that ultimately failed to even meet his own financial requirements?

Jordan wanted to show his undeniable power and arrogantly embarrass a small-chain grocery store after they actually lost money using his name and brand for the advertisement of a small, rectangular coupon.

For a man that was the definition of great throughout his career, this latest move of his was anything but.

Sports culture exemplified in the Super Bowl and Literature

NBA fans witness Lebron James, the greatest player in a generation


Reach the columnist at spencerhann1995@gmail.com or follow @spencer_hann on Twitter.

Editor’s note: The opinions presented in this column are the author’s and do not imply any endorsement from The State Press or its editors.

Want to join the conversation? Send an email to opiniondesk.statepress@gmail.com. Keep letters under 300 words and be sure to include your university affiliation. Anonymity will not be granted.

Like The State Press on Facebook and follow @statepress on Twitter.


Continue supporting student journalism and donate to The State Press today.

Subscribe to Pressing Matters



×

Notice

This website uses cookies to make your experience better and easier. By using this website you consent to our use of cookies. For more information, please see our Cookie Policy.