Dive Brief:
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Athleta has tapped Nike veteran Tania Flynn as its head of design, Gap Inc. said by email. She will report to brand CEO Chris Blakeslee.
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Flynn was Nike’s creative director of apparel design, “overseeing product, color, graphics and material design for Nike’s women’s, men’s, kids, accessories, global sport, innovation and external collaboration categories,” according to a memo to employees from Blakeslee viewed by Retail Dive.
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“Joining the Athleta team is an exciting step for me personally and professionally since I've long admired Athleta's Power of She platform and unique positioning as the only major brand designing exclusively for women and girls,” Flynn said in a statement.
Dive Insight:
In recent years Athleta went from a swiftly growing brand at Gap Inc. with a $2 billion annual sales goal to something of a disappointment as sales began to lag.
Last year net sales fell 8% compared to 2022, reaching $1.4 billion, and comparable sales declined by 12%. The brand brought on Blakeslee from Alo Yoga about a year ago, and notched a sales gain in its most recent quarter.
Newly arrived CEO Richard Dickson last month told analysts that the company is “resetting Athleta, a brand with significant growth potential and a clear and distinct brand positioning rooted in the Power of She.” He has spoken of reinvigorating all Gap Inc.’s brands in part by amplifying their cultural impact.
In his memo to employees, Blakeslee said Flynn’s hire “underscores our focus on reinvigorating our brand” and that her “track record will play a critical role in our next chapter.” She spent nearly 20 years at Nike in various design roles. Athleta brought her on after an extensive search, according to Blakeslee.
“As we work to more deeply connect to culture in a way that inspires conversation, Tania will develop a design strategy that accelerates brand equity at the intersection of performance, style, culture and fashion,” he also said.
