Athleta appoints Nike veteran to reignite faltering turnaround strategy
In a move aimed at revitalizing its struggling activewear brand, Gap Inc. has appointed Nike veteran Maggie Gauger as the global brand president and CEO of Athleta, effective from August 1, 2025.
Gauger, who has been with Nike for over two decades, most recently leading the North America women's business, brings a wealth of experience in retail, strategy, merchandising, product creation, commerce, digital, and general management to the table. Her extensive background will be critical assets for the future growth of Athleta.
Gap Inc. CEO Richard Dickson highlighted Gauger’s ability to drive growth, brand loyalty, and customer acquisition within active and athleisure markets, expecting her leadership to position Athleta for sustainable, long-term profitable growth rooted in culture and innovation.
Gauger's strategy to revitalize Athleta centers on accelerating the brand’s reinvigoration by leveraging her proven business transformation capabilities, strong consumer focus, product fluency, and a commitment to empowering women and girls. She aims to build on the brand reset initiated by her predecessor, focusing on purpose, performance, and people, and unlocking Athleta’s untapped potential in the women’s activewear market.
However, the road to recovery for Athleta may not be smooth. In May, Gap Inc. CEO Richard Dickson warned that the recovery of Athleta was taking longer than expected, a sentiment echoed by Evercore analysts who stated that the Athleta turnaround is taking longer than the market had expected. The patience of analysts might run out regarding the Athleta turnaround, as indicated by the plummeting comps for Athleta in its most recent quarter, which was worse than many analysts anticipated.
Chris Blakeslee, who took over as CEO of Athleta two years ago, will stay on until early November. Blakeslee, a former Alo Yoga executive, replaced Chris Blakeslee, who left abruptly in 2021. Sheila Shekar Pollak, a brand marketing executive at Athleta, also departed this year.
The appointment of Maggie Gauger as the new CEO of Athleta marks a significant step in Gap Inc.'s efforts to revitalize its activewear brand. With her consumer-centric leadership style and deep expertise in product innovation, Gauger is expected to invigorate Athleta by expanding its presence in the women's active market, strengthening the brand’s purpose-driven identity, and positioning it for sustainable growth.
- Gauger's extensive background in retail, strategy, merchandising, product creation, commerce, digital, and general management is expected to be an integral part of Athleta's revitalization strategy in the fashion-and-beauty industry.
- AI-driven innovations could play a crucial role in Gauger's mission to empower women and girls, as she aims to leverage technology to enhance Athleta's product offerings and customer experiences.
- Financially, the success of Athleta's recovery hinges on sustainable, long-term profits grounded in innovation and culture, as CEO Richard Dickson hopes Gauger's leadership can lead to profitable growth.
- The fashion industry is a competitive landscape, and the Athleta brand may face challenges in the activewear market, as analysts have expressed concerns about the brand's recovery timeline and recent declining comps. Nevertheless, with Gauger's vision and experience, Athleta is poised to create a unique lifestyle for its customers by combining style, performance, and purpose.
