Gap Inc.-owned activewear label Athleta has named Tania Flynn as its new head of design, BoF has learned.
Flynn joins Athleta from Nike, where she served as vice president and creative director of apparel design, overseeing product design for the women’s, men’s, kids and accessories categories. In her 19-year tenure at Nike, Flynn was also involved in the global sport, footwear and innovation departments, and has helped develop external collaborations.
Her appointment comes at a pivotal time for Athleta, which has struggled in recent years to compete with established and emerging players in the activewear category. In 2023, comparable sales at Athleta stores dropped 12 percent. Annual net sales totalled $1.36 billion, down from $1.48 billion in 2022.
Under Athleta’s current CEO Chris Blakeslee, who joined the brand last July from Alo Yoga, executing on product and marketing is a priority. There are early signs Athleta’s recovery is underway; in the first quarter of 2024, comparable sales at Athleta rose 5 percent year-on-year. The quarter, which ended May 4, 2024, also marked the first time in years that all four of Gap Inc.’s brands, which also includes Old Navy and Banana Republic, delivered positive comps.
Flynn will report directly to Blakeslee in her role.
“Welcoming Tania as our head of design sends a clear statement about how we’re reinvigorating the brand and solidifying Athleta’s position as the leader in performance and design innovation, Blakesee told BoF in a statement. “Her deep expertise across performance, lifestyle and collaborations will enable us double down on Athleta’s commitment to delivering unparalleled product designed specifically for women, by women.”
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