Gap, owner of the Old Navy, Gap, Banana Republic and Athleta brands, has announced Maggie Gauger as its new global brand president and as CEO of Athleta from 1 August 2025.
She succeeds Chris Blakeslee, who will remain as an advisor to the company.
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Gap CEO Richard Dickson stated: “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, recentring the brand to win with innovative performance product and refining the brand’s point of view, helping to position Athleta for the future.”
Gauger brings more than two decades of experience from her tenure at Nike, where she most recently led the North America women’s business.
She has a proven track record of driving growth and brand and customer affinity in the active and athleisure market.
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By GlobalDataGauger has experience in retail, strategy, merchandising, product creation, commerce, digital and general management.
Her appointment comes as Gap looks to “accelerate the brand’s reinvigoration”.
Athleta reported a 6% decrease in net sales for the quarter, totalling $308m, with comparable sales dropping 8% compared to the previous year.
Efforts are underway to revitalise the brand, enhancing both product offerings and marketing strategies – expected to be a gradual process.
Gauger stated: “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.”
Gap reported net sales increase of 2% in the first quarter (Q1) of fiscal 2025, reaching $3.46bn.
