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

Krueger joins StockX from Fulwell Entertainment, formerly The Springhill Company, which LeBron James and Maverick Carter founded. There, he led creative and branding for The Shop, an Emmy-nominated show co-created by Paul Rivera and Randy Mims, and helped the creators to expand the talk show on HBO to include 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 show’s first spinoff, a pilot called House Calls.

Before joining Fulwell Entertainment, Krueger led The Nike Brand Studio at Uninterrupted, a media company founded in 2014 by James and Carter, overseeing work across the LeBron and Kobe brands, as well as campaigns featuring Sabrina Ionescu. Before 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. Throughout his career, Krueger has also collaborated on projects with high-profile athletes.

At StockX, Krueger will oversee the company’s global creative direction. After years on the West Coast, Krueger will return to his hometown of Chicago for the role and work from StockX’s Detroit headquarters.

“Daniel’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,” said StockX CMO Nick Karrat in a media release. “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 said, “I’ve been fortunate to spend my career working with brands and people I genuinely believe in, and StockX is no exception. I’ve followed it from the start and watched it grow into a global force. 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.”

Images courtesy of StockX