In a landmark case in 1977, Big O Tires was awarded $19.6 million from Goodyear over Goodyear's use of the name "bigfoot" tires.
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During the early 1990s Lee Fiedler was the president and CEO of The Kelly Springfield Tire Company, a company that manufactured tires for about two dozen private brand marketers—including giants such as Sears, Wal-Mart, Discount Tire and Big O Tires.