Michael Jordan in court, not on court, for trial on his brand value

CHICAGO (AP) — Michael Jordan has arrived at a Chicago federal courthouse for a civil trial that will examine the market value of the basketball star's identity.

The trial beginning today stems from a lawsuit the ex-Chicago Bull brought against a grocery-store chain for the unauthorized use of his name and persona in an ad.

The six-time NBA champion entered through front doors after a judge denied his request to enter through a security tunnel. Jordan walked through a metal detector and showed ID to security.

A judge previously found the now-defunct Dominick's Finer Foods invoked Jordan's identity without permission. The unresolved issue is damages.

The 2009 magazine ad congratulated Jordan on his Hall of Fame induction. Over a $2-off steak coupon, the text says, "You are a cut above."

Jordan is expected to testify.