Peter Beck is the EVP of Forty Nine Degrees where he leads strategy & experience design teams creating compelling environmental experiences for consumers, athletes and fans working with the top universities in the United States. Peter formerly was the SVP of Brand Experience at SGK where he partnered with world-class companies including Nike, Apple, Starbucks, Lululemon, and more, to design and implement enriching brand experiences. With over 25 years in the brand experience space, Peter and his teams have created some of the most creative environments and custom design solutions in the world.