It sponsors a race of bikes that pre-dates the IP, which has also inspired Roubaix branded bike parts prior to this IP. Again - I'm no expert, but I know a bit about US IP and this wouldn't have a snow ball's chance here. I don't know how Canada works in terms of case law.

With under 2 minutes of google, I identified 12 brands selling bicycle industry products with the name Roubaix. Saying that there would be confusion for consumers strikes me as an insane stretch when there are 4 well known tires with that branding, and which more closely resemble the cafe's product.