Gap Inc. names Maggie Gauger as Athleta president and CEO

Gap has appointed Maggie Gauger as global brand president and chief executive of its Athleta brand, effective 1 August, as Chris Blakeslee steps down from the role.

Gauger joins from Nike, where she held senior leadership positions for over two decades. Most recently, she headed Nike’s North America women’s business, overseeing growth across the active and athleisure market.

Gap chief executive Richard Dickson said: “As we continue to reinvigorate our house of iconic American brands to not only shape culture but drive profitable, sustainable growth over the long term, we believe in Athleta’s incredible potential in the women’s active market and within our portfolio.

“Over the past two years, Chris has led the early stages of Athleta’s reset, recentering the brand to win with innovative performance product and refining the brand’s point of view, helping to position Athleta for the future.”

He added: “We are thrilled for Maggie Gauger to join as chief executive of Athleta as we look to accelerate the brand’s reinvigoration. Maggie blends proven business transformation capabilities, deep consumer centricity, product fluency, and a heartfelt commitment to empowering women and girls.”

Gauger said: “I’m energised 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.

“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.”

Gauger’s background spans retail, merchandising, strategy, digital, commerce and product creation across global and domestic markets.