Rough Ride for Cafe Roubaix

The Specialized fiasco has turned into a rough ride for the mythical 'Roubaix'. 

After threatening legal action against small business owner, Dan Richter of Cafe Roubaix in Cochrane Alberta - this mornings news is a mighty blow against Specialized.

Now, that the nightmare of Roubaix has entered a new arena with today's article that Advanced Sports International, the company that owns the worldwide rights to Roubaix, has reportedly contacted Mr. Richter that he can continue to use the name.

Perhaps, the damage is done for Specialized - their rough ride looks far from stopping and it will be interesting to see how they spin-doctor their way out of Roubaix. Didn't anyone tell them that Roubaix is horrendous to ride in?

I'm not steep in trademark law, but I do not understand how a centuries old city can be at all trademarked by companies. It's nefarious.

Today, it's a good win for Cafe Roubaix and ASI.

UPDATE, shortly after writing this post...