According to KCBD, the sign war started 3 weeks ago after the Pure Water Ice & Tea Company offered free drinks to Texas Tech's head football coach Kliff Kingsbury on their front sign. Wendy's responded by offering coach Kingsbury a free meal and drinks! In which Pure Water countered by saying the sign "looked familiar." And there the #4thStreetSignWar began, meanwhile twitter has been documenting every message.
See tweets of signs below: