Bruce Poon Tip, founder of Toronto-based tour operator Gap Adventures, said he didn’t have the will to continue a legal battle against Gap Inc.
Gap Adventures has changed its name to G Adventures following a copyright-infringement lawsuit brought by the clothing giant.
“We could have gone into 20 years of appeals if we wanted to. And we could have stayed Gap Adventures,” Poon Tip told Travel Weekly. “I just decided to stop fighting.”
The decision is still in the appeal process, Poon Tip said, but the company decided to change its name anyway to put an end to legal proceedings that have cost more than $5 million.
“They spent four times that. They didn’t beat us, they outspent us,” said Poon Tip. “I just want to be free. I want to be free to do what I know I was meant to do. I wasn’t meant to be in a courtroom feeding lawyers, weighing you down with trying to find paperwork and searching for documents. It’s just exhausting and pointless.”
Poon Tip said Gap Adventures spent a lot of money on traditional brand research to find a new name for the company, but that “ultimately, we decided against all the names that we had tested. ... It was more of an emotional and internal decision in the end.”
Poon Tip said that the company wanted to do something “unique and different” and looked at examples like Overstock.com, which changed its name to O, as well as W Hotels.
“We wanted to do something innovative. We didn’t want to be another travel name. It was a very tough and bold decision in the name. We wanted to own a space,” explained Poon Tip.
Regardless of what happens with the appeal, Poon Tip said he’s sticking with the decision to be G Adventures, a name that will be implemented globally on Oct. 1.