Athleta has named Maggie Gauger, a longtime Nike executive, as its new CEO in a strategic move aimed at revitalizing the brand’s declining performance. Gauger brings over two decades of experience at Nike, most recently overseeing the company’s women’s business in North America. She becomes Athleta’s third CEO in just two years, following Chris Blakeslee, who took over from Mary Beth Laughton in 2023.
During Blakeslee’s tenure, Athleta partnered with high-profile athletes like Olympic swimmer Katie Ledecky and WNBA star Kate Martin. The brand also introduced a broader product mix intended to attract new customers. However, the strategy struggled to resonate with its existing loyal customer base. Athleta has posted declining revenue and comparable sales in four of the past six quarters, dragging down the overall performance of its parent company, Gap Inc.
Gap CEO Richard Dickson acknowledged Blakeslee’s contributions in repositioning the brand, crediting him for laying the groundwork for future growth by redefining Athleta’s performance focus and brand identity. Dickson praised Gauger’s appointment, highlighting her track record in business transformation, deep consumer insight, product knowledge, and commitment to female empowerment as key strengths that position her to lead Athleta into a new phase of growth.
Gauger’s move to Athleta is seen as a significant win for the brand, which is centered on serving female consumers, but also a substantial loss for Nike. Her departure comes at a pivotal time for the sneaker giant, which is actively working to close the gender gap in its customer base. Nike had made women’s products a key part of its strategy under current leadership, launching campaigns like the “So Win” Super Bowl ad and a partnership with Kim Kardashian’s Skims.
Women reportedly account for around 40% of Nike’s customer base. However, many apparel brands target a higher share of female consumers, as women typically shop more frequently and spend more on clothing. Competitors like Athleta, Alo Yoga, and Vuori have used this gap to establish a stronger foothold in the market, challenging Nike’s dominance.
With Gauger leaving, Nike’s efforts to better connect with female consumers in its largest market will now fall to a new leader. Despite the transition, Nike retains a deep bench of experienced leadership, including Amy Montagne, president of Nike, who previously led its global women’s division.
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