Gap Inc. Appoints Maggie Gauger as Athleta President and Chief Executive Officer

Rhea-AI Summary

Gap Inc. (NYSE: GAP) has appointed Maggie Gauger as the new Global Brand President and CEO of Athleta, effective August 1, 2025. Gauger brings over 20 years of experience from Nike, where she most recently led the North America Women's Business.

The appointment comes as current CEO Chris Blakeslee steps down, though he will remain as an advisor to ensure a smooth transition. Gauger's extensive background spans retail, strategy, merchandising, product creation, commerce, digital, and general management, both domestically and globally.

The leadership change aims to accelerate Athleta's reinvigoration and capitalize on its potential in the women's active market within Gap's portfolio.

Positive

• Appointment of experienced leader with 20+ years at Nike in women's active sport
• New CEO brings proven track record in business transformation and consumer centricity
• Strategic focus on growing women's active market potential
• Continuity ensured with previous CEO staying as advisor for transition

Negative

• Leadership change indicates potential challenges in Athleta's current performance
• Brand requires 'reinvigoration' suggesting recent underperformance

Gauger Brings Three Decades of Successful Leadership in Women's Active Apparel

SAN FRANCISCO, July 29, 2025 /PRNewswire/ -- Gap Inc. (NYSE: GAP) today announced Maggie Gauger will join the company as Global Brand President and CEO of Athleta effective August 1, as Chris Blakeslee steps down from the role.

"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," said Gap Inc. CEO Richard Dickson. "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."

Dickson continued, "We are thrilled for Maggie Gauger to join as CEO of Athleta as we look to accelerate the brand's reinvigoration. 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, a proven leader in women's active sport and style, comes to Athleta with more than 20 years of experience in key leadership roles at Nike, most recently serving as the head of its North America Women's Business, where she was responsible for driving growth, brand love, and customer affinity and acquisition within the large active and athleisure market. Her extensive background across retail, strategy, merchandising, product creation, commerce, digital, and general management - both domestically and globally - are critical assets to the future growth of Athleta.

"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," said Maggie Gauger. "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."

As Gauger transitions into her role, Blakeslee will remain with the company as an advisor to support a smooth transition.

For further information, please contact:
press@gap.com 

About Gap Inc.
Gap Inc., a purpose-driven house of iconic brands, is the largest specialty apparel company in America. Its Old Navy, Gap, Banana Republic, and Athleta brands offer clothing, accessories, and lifestyle products for men, women and children available worldwide through company-operated and franchise stores, and e-commerce sites. Since 1969, Gap Inc. has created products and experiences that shape culture, while doing right by employees, communities and the planet through its commitment to bridge gaps to create a better world. For more information, please visit www.gapinc.com.  

About Athleta
A certified B Corporation, Athleta is a premium performance lifestyle brand with a purpose of inspiring and empowering women and girls to find confidence, strength, and wellbeing through movement. Athleta's versatile performance apparel is designed for women by women, with inclusivity at its core. Founded in 1998, Athleta integrates performance and technical features into their products to support women across their entire lifestyle—from yoga and training to travel and recovery. In 2016, the company launched Athleta Girl mirroring its signature performance in styles for the next generation. Based in San Francisco, CA and a Gap Inc. brand (NYSE: GAP), Athleta apparel is available at over 250 retail stores across the United States and Canada and at Athleta.com. 

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SOURCE Gap Inc.

FAQ

Who is the new CEO of Athleta and when does she start?

Maggie Gauger will become Athleta's new Global Brand President and CEO, effective August 1, 2025.

What is Maggie Gauger's experience before joining Athleta?

Gauger has over 20 years of experience at Nike, most recently serving as the head of North America Women's Business, with expertise in retail, strategy, merchandising, product creation, and digital commerce.

Why did Gap (NYSE: GAP) choose Maggie Gauger for Athleta?

Gap selected Gauger for her proven business transformation capabilities, consumer centricity, product expertise, and commitment to empowering women, viewing these skills as crucial for Athleta's next growth phase.

What happens to Athleta's previous CEO Chris Blakeslee?

Chris Blakeslee is stepping down as CEO but will remain with the company as an advisor to support a smooth transition.

What are Gap's plans for Athleta under the new leadership?

Gap aims to accelerate Athleta's reinvigoration and capitalize on its potential in the women's active market, focusing on innovative performance products and refined brand positioning.