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Nike Loses Key Executive as Athleta Names New CEO

Athleta, Gap Inc.’s women’s athleisure brand, has appointed Maggie Gauger, Nike’s former head of women’s business in North America, as its new CEO — marking the third CEO change at Athleta within two years. Gauger’s move is a significant gain for Athleta but a notable loss for Nike as it intensifies efforts to grow its female customer base.

Gauger’s Track Record and Role at Nike

With over 20 years at Nike, Gauger was tasked with closing the gender gap in Nike’s largest market by expanding its women’s segment. This was a central focus under Nike CEO Elliott Hill, who took over last fall and prioritized the women’s business as part of his turnaround strategy. Gauger’s departure leaves Nike searching for new leadership to sustain this momentum.

Athleta’s Leadership Shake-Up and Performance Challenges

Gauger replaces Chris Blakeslee, a former Alo Yoga executive who became Athleta’s CEO in 2023 following Mary Beth Laughton’s exit. Despite high-profile athlete partnerships with Katie Ledecky and WNBA star Kate Martin, Athleta has struggled to maintain consistent growth. The brand’s revenue and comparable sales declined in four of the past six quarters, dragging down Gap’s overall performance.

Gap CEO Richard Dickson praised Blakeslee’s efforts in repositioning Athleta but emphasized Gauger’s appointment as key to accelerating the brand’s reinvigoration. He highlighted her business transformation skills, deep consumer insight, product knowledge, and commitment to empowering women as essential to Athleta’s next growth phase.

Nike’s Strategy to Capture Female Shoppers

Nike has historically counted women for about 40% of its customer base but aims to narrow the spending gap between genders. The company’s efforts include a recent Super Bowl campaign titled “So Win”, focusing on female athletes, and a strategic partnership with Kim Kardashian’s Skims activewear line. These moves are designed to compete with brands like Athleta, Alo Yoga, and Vuori, which have gained ground among female consumers.

Transition and Future Outlook

Gauger officially takes the helm at Athleta on August 1. Blakeslee will remain as an advisor to ensure a smooth transition. While Gauger’s departure marks a pivotal moment for Nike’s women’s segment, the brand retains a strong leadership team. Current Nike President Amy Montagne, who led the global women’s division, brings 20 years of experience and is expected to play a crucial role in maintaining focus on female shoppers.

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Maggie Gauger’s move from Nike to Athleta underscores the competitive battle for female consumers in the athletic apparel market. As Athleta seeks to reverse its sales declines under new leadership, Nike faces the challenge of replacing a key executive during a critical growth period. Both brands are investing heavily in innovation, marketing, and partnerships to win over women shoppers who represent a significant growth opportunity in the sector.

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