Nike loses head of North America women’s business to Athleta
A Nike and Athleta store.
Kylie Cooper | Reuters | Michael Brochstein | Stick images | LightoKet | Getty Images
Space Athleta touched her head Nike’s As the next CEO, the women’s work in North America gave a blow to the sneakers while trying to regain more women shopping.
Maggie Gauger, who spent more than 20 years in Nike, is the third CEO rented to Helm Athleta as the sales of women’s athlete brand in the last two years. In 2023, Mary Beth will replace Chris Blakeslee, former Alo Yoga manager, hired to replace Laughton.
Under the direction of Blakeslee, Athleta has established a partnership with high -profile athletes such as swimmer Katie Ledecky and WNBA star Kate Martin and won new shoppers with different types of products. However, the strategy has not been translated by Athleta’s existing customer base. In the last six quarters, the brand’s income and comparable sales fell, which has reduced the general performance of its parent company.
“In the last two years, Chris has led the first stages of Athleta’s reset with an innovative performance product in the last two years and helping to position Athleta for the future by pioneering the first stages of Athleta’s reset.” He said.
He continued: “We are excited to participate in Maggie Gauger as the CEO of the ACLETA CEO to accelerate the revitalization of the brand. Maggie blends proven business conversion capabilities, deep consumer centers, product fluency and women and girls.”
Gauger’s decision to be the next CEO of Athleta is a big win for a brand that focuses on serving women shopping, but a major loss for Nike for the sneakers giant.
Elliott Hill has made a central part of his strategy as he took Nike’s rudder in the fall last fall, while working to return his work, work and return to growth.
In the first Super Bowl commercial for decades, Nike has targeted female athletes in the “So Win” campaign. Later, he announced that Kim Kardashian would be partners with the Activewear Line Skims to get an advantage compared to competitors such as Athleta, Alo Yoga and Vuori.
Nike said that approximately 40% of its customers are women, but most clothing brands prefer to have more women consumers than men because they tend to shop more and spend more on clothes. In addition, the gender deficit gave Nike’s rivals a basis for the company that could be a growth area for the company in athletic clothing business.
Gauger was responsible for closing the gender gap in Nike’s most important market, but now this work will fall to a new leader and add another layer of transition to a vulnerable time for the company.
Nevertheless, the company’s leadership bench is still well stacked. Amy Montagne, the current president of Nike, has previously served as the President of the Global Women’s Department of the brand and for 20 years with retailer.
Gauger will play a new role on August 1, and Blakeslee will remain as a consultant to “support a smooth transition” in a press release. Nike did not respond to CNBC’s comments.
