Nike Loses Head of North America Women’s Business to Athleta

Athleta has named Maggie Gauger, a top Nike executive, as its new Chief Executive Officer, marking a significant leadership shift in the competitive women’s athletic apparel market. Gauger currently leads Nike’s women’s business in North America and will officially take on her new role at Athleta on August 1.

Her appointment represents Athleta’s third CEO hire in two years, reflecting the brand’s continued efforts to revitalize its business amid falling sales. She replaces Chris Blakeslee, a former Alo Yoga executive, who had succeeded Mary Beth Laughton in 2023.

Under Blakeslee’s leadership, Athleta focused on partnerships with well-known athletes like swimmer Katie Ledecky and WNBA player Kate Martin. The brand also introduced new product categories, hoping to expand its appeal. However, these efforts did not produce consistent results with its existing customer base. Athleta has reported declining revenue and comparable sales in four of the last six quarters, putting pressure on its parent company, Gap Inc.

Gap CEO Richard Dickson praised Gauger’s appointment, saying, “Maggie blends proven business transformation capabilities, deep consumer centricity, product fluency, and a heartfelt commitment to empowering women and girls. This combination will equip her to lead Athleta into its next chapter of growth.”

For Nike, Gauger’s departure comes at a challenging moment. CEO Elliott Hill, who took the helm last fall, has made the women’s business a key pillar of his turnaround strategy. He has focused on attracting female shoppers through high-profile initiatives, including the company’s “So Win” campaign, which aired during the Super Bowl, and a partnership with Kim Kardashian’s activewear brand, Skims.

Nike has previously stated that approximately 40% of its customer base is female. However, most apparel brands strive for a larger share of female consumers, who typically spend more on clothing and shop more frequently. Competitors like Athleta, Alo Yoga, and Vuori have capitalized on this gender gap to carve out their own space in the athletic apparel industry.

Gauger had been leading Nike’s efforts to narrow that gap in its most important market, North America. Her exit leaves a leadership vacancy in a critical growth area. Still, Nike maintains a strong leadership pipeline. Amy Montagne, the brand’s current president, previously led Nike’s global women’s division and has been with the company for two decades.

Athleta has described Gauger’s arrival as an opportunity to accelerate brand reinvention. Blakeslee will stay on temporarily in an advisory role to ensure a smooth transition. Nike declined to comment on Gauger’s exit when contacted.