Cruiser bicycle Sears, Roebuck and Company, the Elgin Motor Bike was advertised, and the term motor-bike was explained as follows, "The term "Moto-Bike" has reference only to the type of frame, meaning that it is built on the order of a motorcycle". Schwinn was one of many manufacturers who contributed to the development of the cruiser at a time when U.S. bicycle sales had declined sharply due to the Great Depression; adults purchased few bicycles, which were seen as luxury products intended largely for sport or recreation. In response to other manufacturers' innovations, Schwinn conceived their own sturdy, affordable bicycle designed for
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