Maggie Gauger to Lead Brand Amid Sales Decline
Athleta, Gap Inc.’s women-focused activewear brand, has appointed Maggie Gauger — Nike’s head of North America women’s business — as its new CEO. Gauger, who spent over two decades at Nike, becomes Athleta’s third chief executive in just two years. She replaces Chris Blakeslee, who will stay on temporarily to ensure a smooth leadership transition.
Gauger steps in during a pivotal period for Athleta, which has seen a series of quarterly sales declines despite recent partnerships with high-profile athletes and new product lines. The brand’s performance has weighed heavily on Gap’s overall financial results, prompting a deeper reset strategy now entrusted to Gauger.
Gap Bets on Female-Centric Leadership
Gap CEO Richard Dickson expressed confidence in Gauger’s ability to transform the brand. He described her as a leader with “deep consumer centricity, product fluency, and a heartfelt commitment to empowering women and girls.” Her appointment reflects Gap’s strategy to reinvigorate Athleta by sharpening its focus on innovation and its core female audience.
Gauger’s move is seen as a win for Athleta, which targets the very consumer segment she specialized in at Nike. Her background in brand transformation and her experience in bridging the gender gap in apparel retail could help reposition Athleta against competitors like Lululemon, Alo Yoga, and Vuori.
Blow to Nike at a Critical Moment
Gauger’s departure marks a significant loss for Nike. Since Elliott Hill’s appointment as CEO last year, Nike has emphasized its women’s segment as central to its growth strategy. Recent initiatives such as a high-profile Super Bowl campaign and a collaboration with Kim Kardashian’s Skims brand were designed to boost engagement with female consumers.
Nike has acknowledged that about 40% of its customers are women, and the company has been working to close that gap. Gauger’s exit leaves a leadership vacuum just as Nike faces stiff competition in the women’s athletic wear space. Still, the brand retains strong executive talent, including Amy Montagne, current Nike president and former head of global women’s business.
Leadership Transition Set for August
Gauger will officially assume her new role on August 1. Gap confirmed that Blakeslee will remain in an advisory capacity during the transition. Nike declined to comment on Gauger’s departure. The move is widely seen as a signal of Athleta’s intent to reclaim market share and strengthen its standing in the competitive athleisure market.