Unless this sales man had some sort of tenure agreement (highly unlikley) then he has no case against the car dealership. They can fire employees for any reason, as long as the reason is not an illegal reason. Illegal reasons would be firing based upon race, sex, religion etc. Firing based upon attire or being a fan of a certain team is not an illegal reason...though it might be dumb.
Furthermore, a Chicago car dealership has an argument that an employee wearing a Green Bay Packers neck tie can negatively affect sales since most potential buyers would probably be Chicago area residents...and thus they have a right to fire him for refusing to remove the tie.
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