Gap Inc. taps Alo Yoga veteran to lead Athleta

Gap Inc. has found the next leader of its women’s activewear brand, Athleta.

Gap Inc. has appointed Chris Blakeslee as president and CEO of Athleta, effective August 7. He succeeds Mary Beth Laughton, who exited the role in March amid a company-wide executive shakeup and slowing sales at the formerly-fast growing activewear brand.

Since 2017, Blakeslee has served as president of fast-growing Alo Yoga, as well as its wholesale sister company, apparel wholesaler Bella+Canvas. Under Blakeslee's leadership, Alo Yoga focused on a fashion-forward approach to wellness, building brand awareness with high-profile influencers, as well as store and category expansion to drive growth. The brand, which has more than 40 stores, grew to over $1 billiion in sales in 2022, nearly doubling its year-over-year growth.

At the same time, Blakeslee led the expansion of Bella+Canvas into the retail space, offering customers direct access to product both online and in stores.

Prior to Alo Yoga, Blakeslee held several senior positions at Broder Brothers (now Alphabroder), a wholesale distributor of branded products and services.

"A true brand champion, Chris is known for driving results in high-growth businesses through the blend of creativity and operational rigor," said Bob Martin, executive chairman and interim CEO, Gap Inc. "Chris is a strong, decisive leader and proven business driver across multiple industries, including active apparel and wellness —  one of the fastest and most aspirational retail sectors — making him well suited to guide Athleta into long-term, sustainable growth rooted in delivering high-quality performance product and a rich omni shopping experience."

At Athleta, Blakeslee will drive strategic growth for the nearly $1.5 billion women's active and lifestyle brand. In Gap’s most recent quarter, Athleta’s net sales fell 11% to $321 million while comps fell 13%.

"I'm thrilled to join the Gap Inc. team and to lead Athleta — a brand I've long admired,” Blakeslee said. “I see incredible runway for the brand to capitalize on its unique, purpose-led positioning and performance product innovation, leveraging its assets across marketing, stores, product and community to deliver consistent growth.”

Blakeslee joins Athleta’s dedicated leadership team, including chief creative officer Julia Leach, who was appointed in May.