Michael Jordan Awarded $8.9m for Private Brand Infringement

MJJurors decided that a one-time use of Michael Jordan‘s name in a 2009 edition of Sports Illustrated is worth $8.9 million. The now defunct Dominick’s Finer Foods, which was owned by Safeway placed the ad for it’s private band Ranchers Reserve steaks.

The ad congratulated Jordan on his Hall of Fame induction, including the words “Michael Jordan…A Cut Above” and a $2-off coupon above a photo of a steak. Jordan, said it was “never about the money” and that he will donate the entire amount to charities throughout the city.

“I’m so used to playing on a different court,” Jordan told reporters outside the courthouse. “This shows I will protect my name to the fullest. … It’s my name and I worked hard for it … and I’m not just going to let someone take it.”MJ2



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.