The Choice offers high-quality footwear

SANDPOINT — Fans of Athlete’s Choice won’t need to walk far to find the rebranded and refocused version of the store.

Now called The Choice for Active Footwear, the business has been scaled down to reduce overhead and increase vitality. According to owner Ray Smith, the store has become an official Merrell shop, offering high-quality footwear for hiking and other outdoor activities.

“We wanted to find a niche for this business,” Smith said. “Merrell is such a popular product in this region, and we wanted to emphasize that.”

The business will also be shedding some inventory bulk, a move that prompted the decision to change the name. Smith decided that to ensure profitability, the best move was to focus less on athletic equipment, shoes and clothing and more on their best-selling items. That includes items like running and walking shoes from Adidas, Asics, New Balance and Nike, Reef and Teva sandals, athletic socks from Adidas, Asics, New Balance and Nike, Smartwool socks, Oakley and Smith sunglasses, Superfeet insoles and Nalgene water bottles. Of course, the store will have plenty to offer from Merrell, including casual, dress, hiking and running shoes, with its new status as an official brand dealer.

Although longtime customers will see a difference in inventory selection, the business practices they remember will be alive and well. Smith said he aims to maintain the standards of friendly and personal service that made Athletes Choice a popular retailer.

The transition into the new store began six weeks ago after Smith chose the new location, situated next to Cabin Fever at 109 Cedar Street. With the final stages of the move occupying owner and employees alike, The Choice is set for an official Saturday opening.

“We’re on schedule and everything is looking good,” Smith said. “We’re looking forward to this new opportunity.”