Gap, Inc. hired Chris Blakeslee as president and CEO of Athleta. Most recently, he has been president of sister companies Alo Yoga and Bella+Canvas since 2017. Blakeslee will join the company effective August 7.
As President and CEO of Athleta, Blakeslee will drive strategic growth for the nearly $1.5 billion women’s active and lifestyle brand and certified B Corp.
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Under Blakeslee’s tenure as president of Alo Yoga, the company reported $1 billion in sales in 2022, nearly doubling its year-over-year growth. Before that, he held several senior positions at Broder Brothers (now Alphabroder). He began his career in industrial manufacturing and distribution.
Blakeslee’s hiring comes following Mary Beth Laughton, Athleta’s president and CEO, stepping down in March due to continued product missteps. Laughton led Athleta since October 2019.
“A true brand champion, Chris is known for driving results in high-growth businesses through the blend of creativity and operational rigor,” said Bob Martin, executive chairman and interim CEO of Gap, Inc. “Chris is a strong, decisive leader and proven business driver across multiple industries, including active apparel and wellness—one of the fastest and most aspirational retail sectors—making him well suited to guide Athleta into long-term, sustainable growth rooted in delivering high-quality performance product and a rich omni shopping experience.”
“I’m thrilled to join the Gap, Inc. team and to lead Athleta—a brand I’ve long admired. I see incredible runway for the brand to capitalize on its unique, purpose-led positioning and performance product innovation, leveraging its assets across marketing, stores, product and community to deliver consistent growth,” said Blakeslee. “There is something really captivating about the ‘Power of She’ when it comes to engaging women and girls in all aspects of life, and I can’t wait to jump in with the teams to harness this in a way that will further serve customers’ wants and needs.”
Blakeslee joins Athleta’s leadership team, which includes Chief Creative Officer Julia Leach, who was hired in May.
Gap Inc. reported that Athleta’s sales fell 11 percent in the first quarter to $321 million due to “continued product acceptance challenges.” In 2022, Athleta’s comparable-store sales were down 5 percent, including a decline of 4 percent in the fourth quarter.
Photo courtesy Athleta
