Gap has named Maggie Gauger as global brand president and CEO of its women’s activewear brand Athleta. Maggie Gauger succeeds Chris Blakeslee, who has led the banner’s turnaround efforts over the past two years and will stay on as advisor during the transition.
Gauger joins Gap Inc. from Nike, where she most recently served as VP and GM of the North America Women’s business, concluding a 23-year tenure. At Nike, she held leadership roles across strategy, merchandising, product, retail, and digital, with a focus on active and athleisure markets.
The goal is to accelerate Athleta’s reinvigoration
Gauger said: “Athleta has an unwavering mission focused on the power of women – not just as athletes, but as leaders, creators, and change-makers.”
Gap Inc. CEO Richard Dickson said Gauger’s appointment is intended to accelerate Athleta’s reinvigoration and leverage her experience in business transformation and consumer engagement. The brand has struggled with product challenges in recent quarters following a brief recovery last year.
