Gap Appoints New CMO Alegra O’Hare

She joins the San Francisco-based retail brand from Adidas

Alegra O'Hare accepting Adweek's Brand Genius award in 2017.
Headshot of Diana Pearl

Gap Inc. has appointed a new marketing head for its namesake Gap brand: Alegra O’Hare, who will join the company as senior vice president and chief marketing officer on Feb. 25.

O’Hare joins Gap from Adidas, where she served as the vice president of global brand communications for Adidas Originals and Style. There, she led several campaigns and brand innovations, including “Original is Never Finished,” which won a Cannes Lions Grand Prix in 2017. That same year, she was honored as one of Adweek’s Brand Geniuses.

“I have always admired Gap’s ethos, including the culture, creativity and heritage of the brand,” O’Hare said in a statement included in a release announcing the news. “These core values are what make Gap unique, and I am thrilled to join Neil and the team with the important task to shift brand perception, amplify our stories and deliver a bold, new and exciting point of view to our consumers around the world.”

In her new role, O’Hare will report to Neil Fiske, Gap’s president and CEO. Of her joining the team, Fiske said: “Alegra has extensive experience leading a major brand through a creative turnaround and in inspiring engagement with consumers in new ways. I’m excited to bring on a marketing innovator to lead our brand building efforts as we focus on renewing and strengthening Gap brand.”

With a big name campaign like “Original Is Never Finished” on her resume, O’Hare’s appointment likely signals a desire on Gap’s part to spice up and add a fresh perspective to its marketing department. The Gap brand has been suffering in comparison to others in Gap Inc.’s portfolio, such as fitness wear label Athleta and Old Navy. Last November, Gap announced plans to close several stores after sales at Gap stores (which had been open for at least a year) fell 7 percent, according to CNBC.

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.