President & Chief Executive Officer of Athleta, GAP INC
Athleta CEO Chris Blakeslee: Our heritage has been innovating fabrics for women, by women
Chris Blakeslee, Athleta CEO and president, joins 'Squawk Box' to discuss the company's 'Power of She' campaign, the ...
About Chris Blakeslee
Chris Blakeslee, President and CEO of Athleta, appeared on CNBC's *Squawk Box* on September 17, 2024, to discuss the company's "Power of She" campaign and its brand positioning. Blakeslee stated that Athleta's heritage is "innovating fabrics for women by women" for 26 years and described the brand as "the only premium brand that only makes product for women," including girls down to age six. He noted that the company uses premium fabrications in the "80th percentile" of the category and aims to appeal to a broad range of consumers. Blakeslee, who marked one year with Athleta, said being part of Gap Inc. has provided access to suppliers and resources that would not be available to a smaller organization. He added that the company is "in the middle of executing a reinvigoration playbook across all four brands on purpose, relevance, product, and experiences."
Transcript (17 segments)
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Unknown0:00
Actually, could be possibly harder than tennis. It takes a lot of work.
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Interviewer0:05
Our next guest understands the importance of women's sports, the power of the 'She' campaign, decorated Olympians Simone Biles and Katie Ledecky lighting up the city. The CEO and president of a Gap-owned retail athleisure and performance brand. Nice to see you.
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Chris Blakeslee0:25
Nice to see you, too.
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Interviewer0:26
When you sat down I said, what are you wearing?
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Chris Blakeslee0:36
We are the buy women for women brand, but the most incredible fabrics in the category. So a few team members, shout-out to Kate and Brandon, nice enough to make me custom Athleta. 90 degree heat in Paris, look good and enjoy some of our fabrics. A lot of fun.
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Interviewer0:55
How do you think about performance wear versus athleisure wear? What's the difference? Where are you taking all this?
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Chris Blakeslee1:05
In Athleta for us, big theme for consumers, make products for all the way she moves. We learned consumers learn fabrics that allow you to move through the day no matter what you're doing. An appreciation for performance fabrics. Athleta's heritage has been innovating fabrics for women by women going back 26 years. And so you have the ability to go right from your class to work, walking the streets of Paris. Whatever you need to do and feel comfortable doing it.
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Interviewer1:33
How do you differentiate what Athleta's doing from what Lululemon's doing, from your former company Alo's doing, Nike?
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Chris Blakeslee1:42
Sure. I think Athleta sits uniquely in this category. One, the only premium brand. Major premium brand that only makes product for women. We also are the only premium brand using premium fabrication to make things for girls down to 6 years old. Differentiators. In Athleta, the power of 'She' brand platform and how we bring our purpose to life. Within that platform, 13 incredible game-changing women.
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Interviewer2:13
Right.
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Chris Blakeslee2:14
Who in the Power of She Collective members help us tell those stories.
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Interviewer2:19
The price point? It's not where I say, work it out, which is up here. Right? Where do you sort of see yourself?
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Chris Blakeslee2:27
So we're definitely a premium brand. We use all premium fabrications, as I mentioned. I'd say probably in the range, category, 80th percentile. Important to be appealing to a broad range of consumers.
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Interviewer2:45
What does it mean to be part of the Gap?
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Chris Blakeslee2:47
I'm in this almost 12 months. 12 months next week. Celebrate a year with the brand. For me, an incredible experience. The power of this organization, its access to suppliers. I talk about fabrics and product quality, it's that supplier network that you don't have access to if you're not part of a major organization like this. Incredible resources, and we are in the middle of executing this reinvigoration playbook across all four brands on purpose, on relevance, on product, on experiences. So I found the resources and support to be one of the best.
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Interviewer3:21
Going back to performance versus athleisure. What do you think the difference is?
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Chris Blakeslee3:28
I don't know so much of a difference. Performance is often what you're talking about in the fabric itself. How does the fabric work? Cool, care well? Travel well? Doesn't necessarily mean you're using it in a performance environment.