Zoom Shoes, an athletic supplies retailer founded in 1974, announced plans to change its name to Athlete's Choice and overhaul its brand. The company's president said the change will allow for consistent branding across subsidiaries under the new name. While products will remain the same, Athlete's Choice will bring a new focus on advertising, athlete partnerships, and sales growth. Zoom Shoes expects to spend $75 million on the conversion process over the next year as packaging, marketing materials, and branding are updated.