Schwinn Bicycle Company a separate deal with the China Bicycle Co. (CBC) to produce bicycles to be sold under the Schwinn brand. In retaliation, Giant introduced its own line of Giant-branded bikes for sale to retailers carrying Schwinn bikes. Both Giant and CBC used the dies, plans, and technological expertise from Schwinn to greatly expand the market share of bicycles made under their own proprietary brands, first in Europe, and later in the United States. By 1990, other United States bicycle companies with reputations for excellence in design such as Trek, Specialized, and Cannondale had cut further into Schwinn's market. Unable to produce
Specialized Bicycle Components (nickname for Portland), alleging it resembled the Specialized model name Stumpjumper. Mountain Cycle closed doors shortly thereafter. In 2009 Specialized had a trademark dispute with a manufacturer of bicycle bags, Epic Designs, now Revelate Designs. In 2010 Specialized took NASCAR racing driver & team owner Robby Gordon to court over the logo used for his own "Speed energy drink", claiming it was visually similar to their own 'S' logo. Gordon sued Specialized after receiving a cease-and-desist letter in September 2010 and Specialized then counter-sued Gordon. Gordon was ordered by the court to remove the Speed 'S' logo from his racecars