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https://harvardlawreview.org/print/vol-135/navigating-the-identity-thicket-trademarks-lost…

…city. 26 When Michael Jordan sued over the use of his name and jersey number in print promotions for two supermarket chains, he asserted Lanham Act claims for trademark infringement, dilution, false designation of origin, and false endorsement, as well as state unfair competition…