Chicago Bulls forward Michael Jordan screams as he dunks the ball during their 106-101 win over the Orlando Magic in Game Four of the Eastern Conference Finals Monday afternoon May 27, 1996 in Orlando. (AP Photo/Harold Crawford)

Chicago Bulls forward Michael Jordan screams as he dunks the ball during their 106-101 win over the Orlando Magic in Game Four of the Eastern Conference Finals Monday afternoon May 27, 1996 in Orlando. (AP Photo/Harold Crawford)

Former Bulls star Michael Jordan has filed lawsuits against Jewel and Dominick's claiming they unlawfully used his identity in their advertisements.

The ads both appeared in an issue of Sports Illustrated earlier this year honoring Jordan's induction into the basketball hall of fame. The Jewel ad shows a pair of basketball shoes, Air Jordans, with the No. 23 on each shoe.

The Dominick's ad shows a Bulls jersey look-alike with the No. 23 and name "Michael Jordan" on it.

Jordan attorney says both ads suggest an endorsement by Jordan where there was none and infringed items and images trademarked by Jordan and his company.

The lawsuits are seeking at least $5 million each.

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