Michael Jordan is due in court for the start of a civil trial that will ask just how valuable is the basketball star's identity.
Tuesday's trial in Chicago federal court stems from a lawsuit the six-time NBA champion brought against a grocery-store chain for the unauthorized use his name and persona in an ad.
The 52-year-old is expected to testify. He'll likely discuss why he tightly controls his image and why he believes the now-defunct Dominick's Finer Foods undermined it.
A judge previously found Dominick's invoked Jordan's identity without permission. The only unresolved issue is damages.
The 2009 magazine ad congratulated Jordan on his Hall of Fame induction. Over a $2-off steak coupon, text says, "Michael Jordan ... You are a cut above."
Jurors could award Jordan millions or nothing.