Nike Design Exec Tania Flynn Lands at Athleta

Hole Inc.-owned activewear label Athleta has named Tania Flynn as its new head of design, BoF has discovered.

Flynn joins Athleta from Nike, the place she served as vice chairman and artistic director of attire design, overseeing product design for the ladies’s, males’s, children and equipment classes. In her 19-year tenure at Nike, Flynn was additionally concerned within the world sport, footwear and innovation departments, and has helped develop exterior collaborations.

Her appointment comes at a pivotal time for Athleta, which has struggled lately to compete with established and rising gamers within the activewear class. In 2023, comparable gross sales at Athleta shops dropped 12 %. Annual internet gross sales totalled $1.36 billion, down from $1.48 billion in 2022.

Below Athleta’s present CEO Chris Blakeslee, who joined the model final July from Alo Yoga, executing on product and advertising is a precedence. There are early indicators Athleta’s restoration is underway; within the first quarter of 2024, comparable gross sales at Athleta rose 5 % year-on-year. The quarter, which ended Could 4, 2024, additionally marked the primary time in years that every one 4 of Hole Inc.’s manufacturers, which additionally consists of Previous Navy and Banana Republic, delivered optimistic comps.

Flynn will report on to Blakeslee in her position.

“Welcoming Tania as our head of design sends a transparent assertion about how we’re reinvigorating the model and solidifying Athleta’s place because the chief in efficiency and design innovation, Blakesee advised BoF in a press release. “Her deep experience throughout efficiency, way of life and collaborations will allow us double down on Athleta’s dedication to delivering unparalleled product designed particularly for ladies, by ladies.”

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