|In this case, the Dude does NOT abide.|
Now, little Cafe Roubaix has not caught the attention of this bike industry behemoth by selling more Specialized bikes than anyone. No, as a matter of fact Cafe Roubaix doesn't even sell Specialized bikes. So, why the hell did this little shop get the attention of the big red "S"? Well, it seems that Cafe Roubaix had the audacity to use the name "Roubaix" in their name. Roubaix. A name associated with one of the most grueling road bike races in the world, the Paris-Roubaix, held around Easter weekend since 1896 (117 years for those not mathematically inclined). A name revered by cyclists the world over because of said race. A name apparently trademarked by Specialized when they introduced their road bikes of the same name, which I guess is where the problem lies.
|I'm guessing this shot was taken sometime before the|
1974 creation of Specialized.
But is that where the problem lies? I guess Specialized trademarked the name but does the town of Roubaix, France, established somewhere in the 9th century, which seems to be before the jackasses at the big red "S" laid claim to the name, sue Specialized for sullying the good name of their fair city by attaching it to their line of mediocre plastic bikes? Nope. Or, let's even move locally and look at the little Roubaix Lake here in the Black Hills of South Dakota, which has been around since before me, which is before the 1974 creation of Specialized, which I'm assuming was before their trademark of the name Roubaix.
This kinda reminds me of when Cannondale trademarked the term "freeride" when that was a thing. They sent cease and desist letters to Rocky Mountain (bikes) which forced them to make the satircal "Froriders". How did that work out for C'Dale? Does anyone even ride their bikes anymore, or does anyone use the term "freeride" anymore?
|The Froriders laughing at the trademarked term Freerider.|
So Specialized, I understand protecting your brand but c'mon, pressuring the people at Cafe Roubaix to change their name is a dick move. We get it, you're a big bully and nothing is going to stop you from world domination. But just remember, while you may win this battle, you won't win the war. Just ask Cannondale how that whole trademark thing worked out for them.