Nike loses head of North America women's business to Athleta

Published: Tuesday, July 29, 2025 at 6:07 pm

Nike Suffers Blow as Head of Women's Business Jumps to Athleta

In a significant move within the athletic apparel industry, Athleta, the women's athleisure brand owned by Gap, has appointed Maggie Gauger as its new CEO. Gauger, who previously led Nike's women's business in North America, will assume her new role on August 1st, marking a major shift for both companies.

Gauger's departure is a setback for Nike, particularly as the sneaker giant focuses on expanding its appeal to female consumers. Under the leadership of Elliott Hill, Nike has prioritized its women's business, launching initiatives like its "So Win" Super Bowl campaign and a partnership with Kim Kardashian's Skims activewear line. The company aims to close the gender gap in its customer base, recognizing the potential for growth in the women's apparel market.

Athleta's decision to hire Gauger comes as the brand seeks to revitalize its performance. The company has seen declining revenue and comparable sales for four of the past six quarters, impacting its parent company's overall performance. Chris Blakeslee, the previous CEO, implemented strategies including partnerships with athletes and product diversification, but these efforts did not resonate with Athleta's existing customer base.

Gap CEO Richard Dickson expressed enthusiasm for Gauger's appointment, citing her experience in business transformation, consumer focus, and product knowledge. Blakeslee will remain with Athleta as an advisor to support the transition.

BNN's Perspective:

This executive move highlights the intense competition within the athletic apparel market. While Nike's loss is undoubtedly Athleta's gain, the situation underscores the challenges of adapting to evolving consumer preferences and maintaining market share. It will be interesting to see how Gauger's leadership reshapes Athleta and how Nike responds to this unexpected shift in its strategic direction.

Keywords: Nike, Athleta, Maggie Gauger, CEO, women's business, athletic apparel, Gap, revenue, sales, Elliott Hill, Chris Blakeslee, Skims, Super Bowl, consumer, market share, brand, growth

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