Core Insights - Gap's Athleta has appointed Maggie Gauger, formerly of Nike, as its new CEO, marking a significant shift as Athleta seeks to revitalize its brand amidst declining sales [1][4] - Under previous CEO Chris Blakeslee, Athleta's revenue and comparable sales have dropped for four out of the last six quarters, negatively impacting Gap's overall performance [2] - Gauger's experience in transforming business strategies and her focus on empowering women are seen as key assets for Athleta's future growth [4] Company Strategy - Athleta has previously partnered with high-profile athletes to attract new customers, but this strategy has not resonated with its existing customer base [2] - Gap CEO Richard Dickson noted that Blakeslee initiated a brand reset aimed at innovative performance products, positioning Athleta for future success [3] Competitive Landscape - Nike has made women's business a central focus under new leadership, launching campaigns targeting female athletes and partnering with Kim Kardashian's Skims to compete with brands like Athleta [5][6] - The gender gap in athletic apparel presents both a challenge and an opportunity for Nike, as female consumers tend to spend more on clothing [6] Leadership Transition - Gauger will officially take over as CEO on August 1, with Blakeslee remaining as an advisor to ensure a smooth transition [7]