Imrem: The phenomenon that is Michael Jordan

Suggesting that Michael Jordan has become the Kardashians of sports would be wrong.

The former Bulls superstar demonstrated an actual talent during a long basketball career, while the Kardashians, well, it's hard to tell what their talents are.

But there is a sort of valid similarity between them.

The Kardashians are terrific business people. They have found a way to market themselves and their merchandise.

So has Michael Jordan, long after his basketball days ended, as his testimony in a Chicago courtroom Tuesday indicated.

Jordan already won a case against the Dominick's food chain, which was ruled to have used his name in a print ad without his permission.

A jury is charged with deciding how much Safeway, now-defunct Dominick's parent company, owes Jordan for violating his brand.

One reported element of Jordan's testimony drew considerable attention: He doesn't endorse anything for less than $10 million.

Seriously, $10 million.

Protecting his likeness and image made it possible for Jordan to earn a reported $100 million in endorsement revenue last year.

Seriously, $100 million?

Nobody should fault Jordan for his name being worth what it is or the Kardashians for building a financial empire on whatever it's built upon.

The issue isn't them, it's us.

How many Americans complain about the fascination with the Kardashians but watch "ET" to keep up with what they're up to?

Meanwhile, how many of us insist that we wouldn't buy a product just because a celebrity's name is linked to it? Yet marketers want their clients associated with Jordan because it's profitable.

Enough men must buy the underwear that Jordan professes to prefer that he is given at least $10 million - likely much more - to glamorize it.

Enough people must drink Jordan's sports drink of preference. Enough must wear his brand of athletic shoes.

What, are we goofy?

The guy was the greatest basketball player of all time. Really, though, is that a good enough reason to want to wear the undershirts that Jordan recommends?

OK, so Jordan did make his name running around a basketball court in what essentially amounted to underwear.

But they weren't the ones he's peddling now. The ones he's peddling now didn't help him sink a single basket or soar above a single opponent.

Jordan must receive at least $10 million for endorsing a product because we trust him when he tells us something is right for us.

Hmmm, trust him.

This is a former great basketball player/current not-so-great team owner who has unflattering controversies in his background that placed his character into question.

Yet memories of his athletic ability prompt the public to overlook his flaws.

Jordan is what he is, for better or worse, or more likely for better and worse, just as the Kardashians are.

Years after he retired as a player, Jordan is someone who has cultivated his image better than anyone else in sports and better than most other people on this or any other planet.

To many, Jordan remains His Royal Airness with the ability to leap tall buildings and the lovable M.J. with the engaging smile.

So Michael Jordan's word is worth at least $10 million to merchandisers because people still are buying what he's selling.

You know, just like the Kardashians can sell shoes, a line of fragrances and reality-TV programs.

Don't blame them for these phenomena. Blame us.

mimrem@dailyherald.com