In September 2009, Michael Jordan was inducted into the Naismith Memorial Basketball Hall of Fame and to commemorate the event, Sports Illustrated
devoted an issue to highlighting Michael Jordan's legendary career. Sports Illustrated
offered Jewel-Osco supermarkets ("Jewel") a free ad in the magazine, in exchange for Jewel selling the magazines in its store.
Jewel's ad was a full-pager, placed on the inside back cover, and featured a pair of basketball shoes bearing Michael Jordan's number 23
, with a congratulatory note, as well as Jewel's logo and slogan, reports the Chicago Tribune
. What was meant as a congratulatory note
was instead seen as a misappropriation of identity and resulted in a lawsuit, reports ESPN.