Michael Jordan tells jury he values his image ‘preciously’

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CHICAGO — Chicago Bulls great Michael Jordan told jurors during his trial against a now-defunct grocery store chain that he values his image "very preciously."

It's been determined that Dominick's used Jordan's image without permission in a 2009 ad. A Chicago federal court jury must determine how much Dominick's owner must pay for the transgression.

Jordan's testified Tuesday morning, saying he brought the lawsuit to protect his image. His attorney previously told the jury that the market value of Jordan's name to Nike was at least $480 million and each commercial use of Jordan's name is worth $10 million.

Steve Rosenfeld, an attorney for Dominick's, has disputed the value of Jordan's recent deals.

Jordan took questions from his attorney for about five minutes before an attorney for Dominick's started cross examination.

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