Gap Appoints Former Nike Executive as New Athleta CEO to Revamp Brand

Gap has appointed longtime Nike executive Maggie Gauger as the new Global Brand President and CEO of Athleta. Gauger succeeds Chris Blakeslee, who led the company through a period of growth and transformation. Gauger brings significant experience in the athletic apparel industry and is expected to reinvigorate the Athleta brand. The appointment is seen as a significant move in the retail sector.

Gap Inc. has appointed Maggie Gauger as the new Global Brand President and CEO of Athleta, effective August 1. Gauger succeeds Chris Blakeslee, who led Athleta through a period of growth and transformation [1]. The appointment is seen as a strategic move in the retail sector, particularly in the highly competitive activewear market.

Gauger brings over 20 years of experience at Nike, most recently leading its North America Women’s Business. She is known for her ability to blend business transformation capabilities with deep consumer centricity and a commitment to empowering women and girls [1]. This appointment marks the third leadership change at Athleta in two years, indicating a concerted effort to reposition the brand.

Richard Dickson, CEO of Gap Inc., expressed confidence in Gauger's ability to lead Athleta into its next chapter of growth. He highlighted her proven track record, noting that she will bring her experience working at the intersection of sport, style, and culture to Athleta [1]. Gauger echoed this sentiment, pointing to Athleta's mission-driven foundation and the opportunity to build on its momentum.

Chris Blakeslee, who led Athleta from August 2023, will step down and remain as an advisor to ensure a smooth transition. In a LinkedIn post, Blakeslee acknowledged the work done by the Athleta team and expressed pride in their efforts to inspire women and girls through movement [1].

This leadership change comes at a critical time for Gap Inc. as it seeks to reinvigorate its house of iconic American brands and drive profitable, sustainable growth. The appointment of Gauger is seen as a key step in this strategy, particularly given her extensive experience in the athletic apparel industry [1].

References:
[1] https://athletechnews.com/gap-inc-taps-nike-veteran-maggie-gauger-as-athleta-ceo/