The clothing merchant Gap Inc. (NYSE: GPS) has appointed Chris Blakeslee, a former Alo Yoga executive, as the new CEO and President of its Athleta brand, which is dedicated to women’s active and lifestyle fashion and has a portfolio worth almost $1.5 billion. Blakeslee’s appointment will take effect on August 7. Gap purchased Athleta in 2008.
Blakeslee most recently served as president of DTC fitness brand Alo Yoga and its sibling company Bella Canvas. Before that, Blakeslee held senior positions at Broder Brothers (now Alphabroder) and began his career in industrial manufacturing and distribution. He has an MBA from Johns Hopkins University.
In its release, Gap Inc. said that under Blakeslee, ”Alo Yoga focused on a fashion-forward approach to wellness, building community and brand awareness with high-profile influencers, as well as store and category expansion to drive growth.”
The recent hiring decisions by Gap Inc., particularly the appointment of Richard Dickson as the new CEO and Chris Blakeslee as CEO and President of Athleta Inc, may be seen as a departure from a trend where the company had been emphasizing women’s leadership and focusing on its female customer base.
Both of those roles were previously held by women: Gap Inc. CEO Sonia Syngal and Athleta CEO Mary Beth Laughton. The two new hires are both men.
Changes in leadership always bring some degree of change to a company. The appointment of Richard Dickson could signal a new direction for Gap Inc., but it’s too early to determine exactly what that direction will be or whether it will mark a significant departure from the company’s previous emphasis on women’s leadership and female customers. Continued observation of Gap Inc.’s strategies, policies, and communication will shed more light on the implications of this leadership change.
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