Athleta has appointed Maggie Gauger, former head of Nike’s North America women’s business, as its new CEO, marking a pivotal shift for both companies.
Leadership Change at Athleta
Maggie Gauger, with over two decades at Nike, will lead Athleta as its third CEO in two years, succeeding Chris Blakeslee. Under Blakeslee, Athleta partnered with athletes like Katie Ledecky, but sales declined in recent quarters.
Implications for Nike
Gauger’s departure is a strategic loss for Nike, which has been focusing on its women’s business under Elliott Hill’s leadership. Nike’s recent campaigns aimed at female athletes highlight the importance of this segment.
Future Outlook
Gauger’s new role begins on August 1, with Blakeslee staying as an advisor. Nike’s leadership remains strong with Amy Montagne, former head of the global women’s division, continuing to play a key role.
Gauger’s transition to Athleta signifies a strategic win for the brand focused on female consumers, while Nike faces a critical period of adjustment.
