Gap Appoints Nike Veteran Maggie Gauger CEO of Athleta

Gap Inc. has appointed Maggie Gauger, a veteran with over 20 years of leadership experience at Nike, as the new global brand president and CEO of its Athleta brand, effective August 1, 2025. Gauger succeeds Chris Blakeslee, who will step down at the end of July and remain as an advisor through November to ensure a smooth transition. Athleta has faced recent challenges, including a decline in first-quarter sales and an extended recovery period, prompting Gap to focus on resetting the brand through product and marketing improvements. Gap CEO Richard Dickson expressed confidence in Gauger's proven business transformation skills, consumer focus, and commitment to empowering women, which are seen as critical to accelerating Athleta's growth and reinvigoration. Despite Athleta's struggles, Gap's other brands like Old Navy have shown sales gains, and the company views Athleta's potential in the women's activewear market as significant. This leadership change is part of Gap’s broader strategy to strengthen its portfolio and drive sustainable growth.