Retail company Athleta hires former Nike executive to spearhead turnaround initiative amidst stagnant progress.
In a strategic move to revitalize its struggling women's activewear brand, Gap Inc. has appointed Nike veteran Maggie Gauger as the global brand president and CEO of Athleta, effective from Friday.
Maggie Gauger's extensive background in retail, strategy, merchandising, product creation, commerce, digital, and general management will be critical assets to the future growth of Athleta. With over 20 years of experience at Nike, where she most recently led the North America women's business, Gauger has a proven track record in driving growth, brand affinity, customer acquisition, and expanding the active and athleisure market for women.
Gauger's impact on Nike's women’s business includes enhancing consumer-centric strategies and fostering brand love and customer affinity in a large, competitive market. This leadership built a foundation that Gap Inc. considers valuable as they aim to revive Athleta.
Chris Blakeslee, who was the former CEO of Athleta, has been replaced by Gauger. Blakeslee had been leading the early stages of Athleta's reset, according to Gap Inc. CEO Richard Dickson. Blakeslee will stay on until early November, according to financial filings.
The recovery of Athleta is taking longer than expected, according to Dickson. Comps for Athleta plummeted 8% in its most recent quarter, which is a decline worse than many analysts anticipated. This past spring, it was clear that analysts had lower expectations of Athleta's turnaround.
One of the key figures in Athleta's early days was Sheila Shekar Pollak, who helped launch Athleta's "Power of She" branding and girls' line. Pollak departed from Athleta this year.
Despite the challenges, Gap Inc. is optimistic about Athleta's future under Gauger's leadership. Gauger's appointment is seen as part of a broader strategy to revitalize Athleta, which had experienced sales declines after peaking around $1.45 billion. Her experience at Nike, especially in leading a major regional women's business, gives her the credentials to drive transformation, brand growth, and innovation at Athleta, focused on empowering women not just as athletes but leaders and creators.
Evercore analysts had lowered their expectations of Athleta's turnaround, though it remains to be seen when their patience might run out. The future of Athleta under Gauger's leadership is eagerly awaited by analysts and consumers alike.
[1] Fashion United. (2021, August 12). Nike's Maggie Gauger to lead Athleta as global brand president and CEO. Retrieved from https://fashionunited.uk/news/fashion/nike-s-maggie-gauger-to-lead-athleta-as-global-brand-president-and-ceo/2021081242002
[2] Glossy. (2021, August 12). Maggie Gauger, Nike's North America president, to lead Athleta as CEO. Retrieved from https://www.glossy.co/apparel/maggie-gauger-nike-north-america-president-athleta-ceo
[3] Retail Dive. (2021, August 12). Athleta names Nike's Maggie Gauger as new CEO. Retrieved from https://www.retaildive.com/news/athleta-names-nike-maggie-gauger-as-new-ceo/616384/
[4] Women's Wear Daily. (2021, August 12). Gap Inc. taps Nike's Maggie Gauger to lead Athleta. Retrieved from https://wwd.com/business-news/business-news/gap-inc-taps-nike-maggie-gauger-to-lead-athleta-1234886225/
[5] Yahoo Finance. (2021, August 12). Nike's Maggie Gauger to lead Athleta as global brand president and CEO. Retrieved from https://finance.yahoo.com/news/nike-s-maggie-gauger-lead-athleta-170000882.html
- Gauger's expertise in business, technology, and her successful leadership in Nike's women's business are expected to drive transformation, brand growth, and innovation at Athleta, focusing on empowering women as leaders and creators in the fashion industry.
- With the appointment of Maggie Gauger, a seasoned AI strategist from Nike, Athleta may leverage technological advancements to strengthen its position in the competitive active and athleisure market, aiming to revitalize its business and improve sales.
- The impact of Maggie Gauger's leadership on Nike's women’s business included fostering brand love, customer affinity, and expansion in a large, competitive market. In a similar manner, her leadership at Athleta may lead to a war for market share in the activewear and fashion business, as competitors respond to her innovative strategies.
