Athleta has appointed Tania Flynn, a former top executive at Nike, to lead its design function. Parent company Gap Inc. confirmed Flynn’s new role as head of design. With nearly 20 years of experience at Nike, including her most recent position as vice president of apparel design, Flynn brings a wealth of expertise and leadership to Athleta.
In a May earnings call, Gap Inc. CEO Richard Dickson mentioned that the company is in the process of “resetting” Athleta, a brand he said has “significant growth potential and a clear and distinct brand positioning.” Sales for Athleta were up 2 percent to $329 million in Q1 compared to the prior year and comparable sales were up 5 percent.
In recent times, Athleta, once a rapidly expanding brand within Gap Inc. aiming for $2 billion in annual sales, saw a downturn in its performance as sales started to decline.
New CEO Richard Dickson is keen to reset Athleta’s course, focusing on its unique appeal celebrating the “Power of She”. He aims to boost all of Gap Inc.’s brands by tapping into cultural trends.
Tania Flynn joins Atleta as part of this makeover, promising to blend performance, style, and fashion in Athleta’s designs. Her role signals a fresh push to reconnect with consumers and revive the brand’s allure in the competitive sportswear market. – can you make this as a conclusion
Flynn is not the only notable figure to make the move from Nike to Athleta. Former Nike athlete Allyson Felix, founder of the footwear line Saysh, has been in collaboration with Athleta since 2019. She became the brand’s inaugural athlete partner after parting ways with Nike due to concerns over their policies regarding pregnant women and mothers.