Gap Inc. Taps Nike Veteran Maggie Gauger as Athleta CEO

Gauger, a longtime Nike executive, will take over Aug. 1 as Chris Blakeslee steps down

Gap Inc. has appointed Maggie Gauger as global brand president and CEO of Athleta, marking a leadership change at the activewear brand as Chris Blakeslee steps down.

Gauger, a Nike veteran with more than 20 years at the company, most recently led its North America Women’s Business. She will take the helm at Athleta on Aug. 1.

“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,” Gap Inc. CEO Richard Dickson said. “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.”

The leadership shakeup comes as Gap seeks to reposition Athleta in a highly competitive activewear market and reignite growth.

“We are thrilled for Maggie Gauger to join as CEO of Athleta as we look to accelerate the brand’s reinvigoration,” Dickson added. “Maggie blends proven business transformation capabilities, deep consumer centricity, product fluency and a heartfelt commitment to empowering women and girls. This combination of skills and experiences will equip her to lead Athleta into its next chapter of growth rooted in purpose, performance and people.”

Gauger echoed that vision, pointing to Athleta’s mission-driven foundation and the opportunity to build on its momentum.

“I’m energized 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,” Gauger said. “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.”

Blakeslee departs Athleta after a brief tenure, having joined the brand as CEO in August 2023. He will stay on as an advisor to ensure a smooth transition, the company confirmed.

“It’s been an incredible journey, and I’m proud of the work this team has done and continues to do to inspire women and girls to build confidence, strength and belonging through movement,” Blakeslee wrote in a LinkedIn post. “Athleta’s mission is more than a statement, it’s what our dedicated teams live and bring to life every day. It’s been a true privilege to be part of and to work alongside such a purposeful and passionate team.”