Gap taps Nike veteran as CEO of Athleta
Gap Inc. has named a women's activewear veteran to jumpstart the stalled turnaround of Athleta.
The company said that Maggie Gauger will join the company as global brand president and CEO of Athleta, effective Aug. 1, as Chris Blakeslee “steps down” from the role. Blakeslee has led the brand since August 2023.
Gauger, who is Athleta's third CEO in two years, joins the company with more than 20 years of experience in key leadership roles at Nike. Most recently, she served as the head of its North America women’s business, where she was responsible for "driving growth, brand love, and customer affinity and acquisition" within the active and athleisure market. Her extensive background across retail, strategy, merchandising, product creation, commerce, digital, and general management — both domestically and globally — are critical assets to the future growth of Athleta, noted Gap.
Athleta has been struggling to revive its brand. For the first quarter, ended May 1, sales fell 6%, and comparable sales were down 8%. In the earnings release, Gap said that “work is being done to reset the brand and improve product and marketing which will take time.”
In a statement, Gap Inc. CEO RIchard DIckson said the company believes in Athleta's "incredible potential in the women’s active market and within our portfolio."
“We are thrilled for Maggie Gauger to join as CEO of Athleta as we look to accelerate the brand’s reinvigoration," he said. "Maggie blends proven business transformation capabilities, deep consumer centricity, product fluency, and a heartfelt commitment to empowering women and girls. This combination of skills and experiences will equip her to lead Athleta into its next chapter of growth — rooted in purpose, performance and people."
In his statement, Dickson credited Blakeslee with leading the early stages of Athleta’s reset, refining the brand’s point of view and helping to position it for the future. As Gauger transitions into her role, Blakeslee will remain with the company as an advisor to support a smooth transition.
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“I’m energized to bring my experience working at the intersection of sport, style and culture to Athleta — a brand with strong purpose and still so much untapped potential,” said Gauger. “Athleta has an unwavering mission focused on the power of women - not just as athletes, but as leaders, creators, and change-makers. And I can’t wait to work with the incredible Athleta team to grow, to lead, and to inspire the next generation through the power of product and community.”
