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Gap’s

Athleta has tapped the head of Nike’s

women’s business in North America as its next CEO, delivering a blow to the sneaker company as it tries to win back more female shoppers.

Maggie Gauger, who has spent more than 20 years at Nike, is the third CEO hired to helm Athleta in the last two years as the women’s athleisure brand’s sales decline. She’ll replace Chris Blakeslee, the former Alo Yoga executive who was hired to replace Mary Beth Laughton in 2023.