Thursday will be the first full day of testimony at the federal trial in Chicago. The main issue is whether a grocery-store chain diluted Jordan’s brand in a steak ad invoking his name without permission.

The witness list includes a long-time Jordan agent and experts on the economics of endorsements. The ex-Chicago Bulls player is also expected to testify at some point.

One of the first plaintiff’s witnesses was a marketing executive hired by Jordan. Estee Portnoy described first seeing the Dominick’s ad that included the text, “Michael Jordan…You are a cut above.”

She told jurors she was shocked, telling them the ad compared the six-time NBA champion “to a piece of steak.”