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Athleta appoints Tania Flynn as new Head-Design


Activewear brand owned by Gap Inc, Athleta, has appointed Tania Flynn as its new Head - Design. Flynn joins Athleta from Nike, where she served as VP and creative director of apparel design, overseeing product design across women's, men's, kids', and accessories segments. During her 19-year tenure at Nike, Flynn also contributed significantly to the international sport, footwear, and novelty departments, and was instrumental in fostering external collaborations.

Flynn's appointment comes at a critical time for Athleta, which has been struggling to compete in the activewear market. In 2023, Athleta experienced a 12 percent decline in same-store sales, with annual net sales dropping from $1.48 billion in 2022 to $1.36 billion.

Under the leadership of Chris Blakeslee, CEO who joined Athleta from Alo Yoga in July 2023, the brand is focusing on enhancing product and marketing strategies. Early signs indicate a recovery, with a 5 per cent Y-o-Y increase in comparable sales reported for the first quarter of 2024, ending on May 4, 2024. This period also marked the first time in several years that all of Gap Inc.’s brands, including Old Navy and Banana Republic, achieved positive comparable sales growth.

Flynn will report directly to Blakeslee, and her appointment underscores Athleta’s commitment to revitalising the brand and solidifying its position as a leader in performance and design innovation. According to Blakeslee, Flynn’s extensive experience in performance, lifestyle, and partnerships will enhance Athleta’s ability to deliver exceptional products designed specifically for women, by women.


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