Back in 2009, Time magazine, the publisher of Sports Illustrated, ran a special commemorative Sports Illustrated issue devoted entirely to Michael Jordan’s basketball career. Jewel Food Stores, Inc. (“Jewel”), the operator of supermarkets in the Chicago area, was offered free advertising in the issue in exchange for agreeing to sell the magazine in its stores. Jewel ended up running a full page ad in the issue congratulating Jordan on his induction into the Hall of Fame. The ad featured text recognizing Jordan’s accomplishments and a pair of “23” sneakers, and prominently featured the Jewel logo and slogan in the middle of the ad.
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