Gap Inc. Taps Maggie Gauger to Lead Athleta Amid Sales Declines

Gap Inc. is replacing Athleta CEO Chris Blakeslee with Maggie Gauger, a 20-year veteran of Nike, to revive the brand's struggling sales. Gauger has a track record of transforming businesses and is committed to empowering women and girls, aligning with Athleta's values. Blakeslee's appointment two years ago was seen as a coup, but he was unable to generate the same heat at Athleta, which has faced product flops and declining sales.

Gap Inc. has appointed Maggie Gauger, a 20-year veteran of Nike, as the new CEO of Athleta, effective August 1, 2025. This move follows the recent decline in Athleta's sales, which has seen a significant drop in comparable sales in the first quarter of the current fiscal year [1].

Maggie Gauger brings extensive experience in retail, strategy, merchandising, product development, e-commerce, digital, and general management. Her tenure at Nike, particularly as the head of North America women’s business, has equipped her with a proven track record of driving growth and customer affinity in the active and athleisure market [2].

Her appointment comes at a critical juncture for Athleta, which has been facing product flops and declining sales. Under the leadership of Chris Blakeslee, who was appointed in 2023, Athleta’s sales peaked at $1.45 billion in 2020 but have since declined. In the first quarter of 2025, Athleta reported an 8% drop in comparable sales, potentially leading to Blakeslee's departure [1].

Gauger’s appointment aligns with Gap Inc.'s broader strategy to reinvigorate its iconic American brands and drive sustainable growth. Her focus will be on addressing slow innovation, renewing the brand’s focus on performance, and differentiating Athleta in a crowded market segment [1].

Athleta’s “Power of She” slogan and commitment to empowering women and girls resonate strongly with Gauger’s personal mission. She is eager to work with the Athleta team to grow and inspire the next generation through product and community [2].

Gap Inc. CEO Richard Dickson stated that Gauger’s appointment is a strategic move to accelerate Athleta’s reinvigoration. He highlighted her blend of proven business transformation capabilities, deep consumer centricity, product fluency, and commitment to empowering women and girls [2].

Athleta’s future depends on Gauger’s ability to revitalize the brand, enhance product offerings, and improve marketing strategies. This will be a gradual process, as the brand seeks to regain its market position and drive growth in the women's activewear segment.

References:
[1] https://fortune.com/2025/07/29/athletas-ceo-is-out-and-being-replaced-by-a-woman-with-a-long-track-record-at-nike/
[2] https://www.theretailbulletin.com/fashion/gap-appoints-maggie-gauger-as-chief-executive-of-athleta-30-07-2025/