Michael Jordan’s case against Dominick’s back in court

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

CHICAGO -- The case is about money, and even though he retired more than 10 years ago,  Michael Jordan is still a hot commodity.

Last year the former Bulls star made $100 million for the use of his identity.  From 2000 to 2012, he made $480 million on his Nike endorsements. His attorney says if Jordan doesn’t protect his identity, then its value disappears.

So what is Jordan’s identity worth and what is the fair price to pay for his likeness?   Dominick’s already lost the civil lawsuit for using a full-page ad in a Sports Illustrated commemorative magazine honoring the former Bulls star. The company never asked for Jordan’s permission.

Now the jury has to decide how much to pay Jordan. His attorneys are asking for $10 million dollars, or a price comparable in similar situations. Dominick’s says this case is all about fairness. The company's attorney says the number should be much lower, Between $5,000 to $100,000.  The Dominick’s attorney did not want to comment today.

Jordan’s attorney says this is a very important, precedent-setting case.

Jordan was in court Wednesday but did not take the stand.  He may actually be the last witness in this civil trial expected to go into next week.

The trial will continue Thursday.