A New Era for Athleta with Chris Blakeslee
Gap Inc. appoints Alo Yoga's president to head Athleta brand.
Hey there! Let's talk about Athleta, the activewear label that needs a fresh lift—and they've found their man to lead the charge. The clothing giant, Gap Inc., appointed Chris Blakeslee as the new president and CEO of Athleta, effective from August 7. Filling the shoes of the suddenly-departed Mary Beth Laughton, Blakeslee aims to breathe fresh air into a faltering brand.
Blakeslee, a former executive at Alo Yoga and Bella Canvas, is stepping into a new role, one filled with both opportunity and a fair amount of controversy. As a man taking up the mantle of such a woman-focused brand, his appointment may face some public criticism—but it can be swiftly dismissed if Blakeslee can prove himself as an ally to women early on.
"Women's empowerment has always been at the heart of Athleta," shares Erica Grant, partner and head of the leadership talent practice at Lotis Blue Consulting. "Customers will be eager to see how Chris champions the 'Power of She'—Athleta's long-standing slogan—and builds a more inclusive, empowering future for the brand."
Areas like community, sustainability, and customer-focused innovation will play a vital role in revitalizing Athleta. Blakeslee's strategic vision and focus on a fashion-forward approach to wellness, as demonstrated during his tenure at Alo Yoga, could be the catalyst Athleta needs for a successful turnaround.
The last year for Athleta wasn't the smoothest; they suffered falling sales and sluggish growth, with net sales dipping 11% to $321 million in their most recent quarter. Gap Inc. had maintained a $2 billion annual sales target for Athleta, but the numbers suggest they've got their work cut out for them.
To replicate the success Alo Yoga saw under Blakeslee would be a boon for Gap Inc., who are eagerly seeking a brand win. Known for its engaged, active-lifestyle fanbase, Alo Yoga has been expanding rapidly, particularly in retail spaces. Barbara Kahn, professor of marketing at the Wharton School at the University of Pennsylvania, expects Blakeslee to draw on his DTC yoga brand experience to breath new life into Athleta.
As Athleta moves forward under Chris Blakeslee's leadership, it will be exciting to watch how he infuses his experience and vision into the brand—carving a unique path forward that empowers and invigorates their customer base. We'll keep our eyes on Athleta as they work to regain their place in the activewear market.
- Chris Blakeslee, the new president and CEO of Athleta, is expected to lead the brand with a fresh focus on Women's empowerment, aligning with Athleta's long-standing slogan, 'Power of She'.
- With a background in fashion-forward wellness and customer-focused innovation, Blakeslee's AI-driven strategies could potentially revive Athleta, a struggling activewear label under Gap Inc.
- As the TV era transitions to digital, Chris Blakeslee's DTC strategy, proven successful at Alo Yoga, might help Athleta regain momentum and capture a larger market share in the fashion-and-beauty and lifestyle sectors.
- Leveraging his experience in community building and sustainability from previous roles, Blakeslee is likely to make these values a cornerstone of Athleta, fostering a stronger connection with customers.
- In a time of global war and economic uncertainty, the success of Athleta under Blakeslee's leadership could prove to be a significant boost in the business world, demonstrating the power of strong leadership and innovative thinking.
- The changing approaches in the fashion industry, fueled by digitalization and AI, could result in a business win for Gap Inc. if Athleta manages to emulate Alo Yoga's success under Chris Blakeslee's guidance.
- As AI and digital strategies begin to dominate the retail landscape, wholesale models may gradually be phased out, paving the way for more direct-to-consumer brands like Alo Yoga to thrive in the competitive fashion market.
