Greg Norman Collection (GNC) announced it hired Peter Bentivegna as vice president and creative director, overseeing men’s and women’s design and product development across the brand’s green grass, wholesale and DTC retail channels.

Bentivegna will report to Michael J. Setola, chairman and CEO, Tharanco Lifestyles, the global apparel marketer for GNC.

“Our brand mission is performance by design, and Pete’s talents and background are right there with us to continue to grow through that singular goal,” said Setola. “We have a dynamic and passionate customer base whose omnichannel shops, The Shark and Pete, will lead in bringing exciting new designs and products to the marketplace.”

Bentivegna is the former global head of design at the NYC-based activewear brand Fourlaps. He has also directed design teams at The Gap, Ovadia and Nautica Jeans Co.