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 ASI and the Canadian shop owner was resolved in December 2013, and Specialized vowed to be more cautious in its pursuit of trademark violators going forward. In 2014, Specialized forced bicycle builder Neil Pryde to change the name of their Alize bike model. Many riders in recent years have used Specialized bicycles in the North American and European professional cycling circuits. In 2016, the professional road teams sponsored by Specialized are Etixx–Quick-Step, Astana Pro Team, Tinkoff, Boels–Dolmans and Axeon–Hagens Berman. Mountain bike riders sponsored by Specialized include the downhill world champion Loïc Bruni, who rides for the Specialized Gravity Team,