1896. This follows on from Specialized's trademarking of the word in Canada. The situation and behavior towards the shop owner caused some reactions from cyclists worldwide after an article was published by the Calgary Herald in early December 2013. On 9 December Fuji Bikes owner, Advanced Sports International said that they are the legal owner of worldwide rights to the Roubaix trademark. Fuji has had a Fuji Roubaix road bike model in its lineup since 1992, and has licensed the name to Specialized since 2003. The dispute between Specialized, ASI and the Canadian shop owner was resolved in December 2013, and Specialized vowed to be more cautious in its pursuit of trademark violators in the future. In 2014, Specialized forced bicycle builder Neil Pryde to change the name of their Alize bike model. Professional rider sponsorship Road Many riders in recent years have used Specialized bicycles in the North American and European professional cycling circuits. In 2019, the professional road teams sponsored by Specialized are Soudal-Quick-Step, Bora–Hansgrohe, SD Worx and Team TotalEnergies. Mountain Mountain bike riders sponsored by Specialized include the downhill world champion Loïc Bruni, Finn Iles, Jaroslav Kulhavý, Christoph Sauser, Lea Davison, Martin Soderstrom, Simon Andreassen, Sam Gaze, Hannah Barnes, Annika Langvad, 2:1 Racing, Nicholi Rogatkin, Curtis Robinson, Matt Hunter and Howard Grotts. Triathlon Sponsored triathletes include Brent McMahon, Jenson Button, Rubén Ruzafa, Non Stanford, Conrad Stoltz, Melissa Hauschildt, Tim Don, Lisa Norden, Chris McCormack, Francisco Javier Gómez Noya, Gwen Jorgensen, Lucy Charles and Benjamin Hoffman. References Further reading External links Companies based in Morgan Hill, California Mountain bike manufacturers Cycle manufacturers of the United States 1974 establishments in California American companies established in 1974 Vehicle manufacturing companies established in 1974