 The situation and behavior towards the shop owner caused some reactions from cyclists worldwide in the days after a story on the matter was published by the Calgary Herald in early December 2013.On 9 December Fuji Bikes owner, Advanced Sports International of Philadelphia said that in fact, 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.