StockX has named Daniel De Jesus Krueger as its new vice president and head of creative.

In this role, the company said he will lead its global creative direction, defining the evolving StockX brand and its application through brand design, imagery, tone of voice, and overall storytelling.

Krueger joins StockX from entertainment group Fulwell Entertainment (formerly The Springhill Company, founded by LeBron James and Maverick Carter), where he led creative, storytelling, and branding for The Shop, the Emmy-nominated show co-created by Paul Rivera and Randy Mims.

While at Fulwell, he helped it expand beyond a talk show on HBO to a global, consumer-facing brand that now includes live shows and tours, a men’s grooming line, product merchandise — including a collaboration with Nike on a LeBron 21 x The Shop sneaker — and social media properties. Krueger also created and directed the first spinoff from The Shop, a pilot called House Calls.

Before Fulwell Entertainment, Krueger led the Nike Brand Studio at Uninterrupted — a media company founded in 2014 by LeBron James and Maverick Carter — and oversaw work across the LeBron and Kobe brands as well as Sabrina Ionescu campaigns.

Prior to that, during his time at Laundry Service (now Wasserman), he led art direction for T-Mobile’s partnership with MLB and helped launch House of Hoops, a collaboration between Foot Locker and Nike.

Over the course of his career, he has worked on projects with athletes including Shaquem Griffin, Mal Swanson, Andrew McCutchen, Bianca Andreescu, Diamond DeShields, Arike Ogunbowale, Darius Garland, Dina Asher-Smith, Sam Kerr, Devin Booker, Kyrie Irving, and LeBron James, among others.

Nick Karrat, chief marketing officer at StockX, said in a statement that Krueger’s track record “speaks for itself.”

“He understands the power of brand storytelling and knows what it takes to get a project over the line without sacrificing creative integrity,” Karrat said. “His passion for sneaker and streetwear communities and his deep work with influential voices in culture, sports, and music make him a perfect fit for the team. We’re thrilled to have him on board for this next chapter of the StockX brand story.”

Krueger added that he has been “fortunate” to spend his career working with brands and people he genuinely believes in.

“I’ve followed it from the start and watched it grow into a global force,” Krueger noted. “As a Chicago native, it’s especially meaningful to help shape the next creative chapter of a Midwest-born brand. StockX sits at the intersection of sports, music, and entertainment — that kind of cultural relevance doesn’t happen by accident, and being part of what’s next is incredibly exciting.”