As has been widely reported over the last 24 hrs, Cafe Roubaix will be keeping it’s name. Mike Sinyard of Specialized called Dan Richter yesterday agreeing to work out a deal to share “roubaix” with the shop.

Pressure came to bear on Specialized as the bike community rallied around the little shop that could over the past several days. Twitter and Facebook was teeming with support tweets and posts. T-shirts were being sold, funds being gathered, and boycotts were threatened. As we noted here yesterday, ASI eventually chimed in asserting world-wide rights to the trademark for “Roubaix” and saying it would license the name to Cafe Roubaix. Between the PR mess and the questionable trademark authority, Sinyard was faced with a battle that he probably didn’t want to win.

Read more here.