Well, it's happening again. This time, a small bicycle shop near Calgary, Alberta is being forced to change its name. This time, the shop was named for a region in France through which an epic -- oops! -- bicycle race is run each year. The owner of Cafe Roubaix Bicycles is being told by Specialized that if he doesn't change the shop's name immediately, he'll be sued. Specialized is on slightly shakier ground this time, even with their cadre of high-priced
Here's what I think: If you want to support this small business owner, call him up and ask to buy one of his shop's t-shirts with the name Roubaix on it (the artwork is very nice, by the way). If enough of us were to suddenly be seen wearing these, Specialized would have to sue each and every single one of us, a PR faus-pax that even they would not be stupid enough to commit. Or would they?