I buy lots of custom water bottles from specialized, for our bike business. I sent an email to our rep saying we had a philosophical disagreement with their actions, and would stop using them. They received enough backlash which filtered up to management, apologized, and stopped. It was an effective use of boycott.

what's weird, is that Roubaix is actually an extremely poor town that would probably greatly benefit from the money the lawyers get from those lawsuits (and it's probably small enough that it would make a difference).