Athleta has selected Nike veteran Maggie Gauger to become its next chief executive officer, replacing former Alo Yoga executive Chris Blakeslee, who has helmed the Gap-owned women’s athleisure brand since 2023. The move is seen as a bid to win back female shoppers, according to CNBC. Gauger is now poised to become Athleta’s third CEO in just two years amid a prolonged sales decline. The brand’s revenue and comparable sales have dropped in four of the past six quarters.