Gap Inc has appointed Maggie Gauger as Altheta’s global brand president and CEO, effective August 1. 

Owned by Gap, Athleta is a premium performance lifestyle brand that retails athleisure apparel for women and girls.  

With over 20 years of experience in the women’s active sport and style sector, Gauger has worked across retail, strategy, merchandising, product creation, commerce, digital, and general management both domestically and internationally. 

Her most recent role was head of Nike’s North America women’s business, where she drove growth, brand love, customer affinity and acquisition within the athleisure market. 

“Maggie blends proven business transformation capabilities, deep consumer centricity, product fluency, and a heartfelt commitment to empowering women and girls,” said Gap Inc CEO Richard Dickson.. 

“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 will take the role over from Chris Blakeslee, who held the position for 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,” said Dickson.

“Athleta’s mission is more than a statement, it’s what our dedicated teams live and bring to life every day,” said Blakeslee in a LinkedIn post.

“It’s been a true privilege to be part of and to work alongside such a purposeful and passionate team.”