Lululemon hires Athleta CEO as new chief product officer

• Gap confirmed Gauger's departure from Athleta, with chief marketing officer Erika Everett taking over as interim CEO while the brand works on repositioning for long-term growth
• Two existing Lululemon executives—chief brand and product activation officer Nikki Neuburger and chief supply chain officer Ted Dagnese—are leaving in November to 'pursue other opportunities'
• Lululemon is also searching for a chief brand officer, chief communications officer, and chief technology officer as part of broader leadership restructuring in the competitive athleisure market

Lululemon Hires Athleta CEO in Executive Shakeup

Key Developments:

Lululemon announced Wednesday that Maggie Gauger, former CEO of Gap-owned Athleta, has joined as President and Chief Product Officer in a newly created role, effective later this month. The appointment comes just one month after Heidi O'Neill assumed Lululemon's CEO position.

Leadership Changes:

• Joseph Godsey was appointed Chief Operating Officer
• Nikki Neuburger (Chief Brand and Product Activation Officer) and Ted Dagnese (Chief Supply Chain Officer) are departing in November to "pursue other opportunities"
• Lululemon is actively recruiting for Chief Brand Officer, Chief Communications Officer, and Chief Technology Officer positions

Strategic Context:

The executive overhaul follows over a year of disappointing sales performance at Lululemon and a proxy battle that drew criticism from founder Chip Wilson. CEO O'Neill emphasized the company is "establishing a deeply experienced leadership team" focused on putting "product, design, and innovation at the center" to create "a stronger pipeline of differentiated product."

Impact on Athleta:

Gap confirmed Gauger's departure and stated the transition will "accelerate" Athleta's repositioning for long-term growth. Erika Everett, Athleta's current Chief Marketing Officer, will serve as interim CEO.

Market Implications:

The moves signal intensifying competition in the athleisure sector, with Lululemon attempting to address performance challenges through leadership restructuring. The poaching of a direct competitor's CEO underscores Lululemon's urgency to revitalize product offerings and reconnect with customers across retail channels. The simultaneous departure of multiple senior executives suggests a comprehensive strategic reset under new leadership.