Gap Inc. has appointed Maggie Gauger as president and CEO of its Athleta brand, effective August 1. She succeeds Chris Blakeslee, who will remain with the company for a period of time to assist with the transition.
The company stated that the leadership change is intended to enhance Athleta’s performance in the competitive women’s activewear market.
Gauger joins Athleta after more than two decades at Nike, where she most recently led the company’s North America women’s business. Her career has spanned retail, merchandising, product innovation, digital commerce and brand strategy.
In a statement, Gap Inc. president and CEO Richard Dickson said Gauger’s background and focus on consumer engagement make her “well equipped to lead Athleta into its next chapter of growth—rooted in purpose, performance and people.”
Gauger said she is eager to bring her experience to Athleta, calling the brand “a company with strong purpose and still so much untapped potential.”
“Athleta has an unwavering mission focused on the power of women, not just as athletes, but as leaders, creators and change-makers,” Gauger said. “I can’t wait to work with the Athleta team to grow, to lead and to inspire the next generation through the power of product and community.”
Blakeslee, who joined Athleta in 2022, is credited with refining the brand’s positioning and strengthening its performance product offering during his tenure.
Gap Inc. stated that the change in leadership marks the next step in Athleta’s strategy to drive innovation and community-focused growth.
