Sneaker resale platform StockX has named Daniel De Jesus Krueger as its vice president and head of creative, according to a press release Monday. He will lead StockX’s global creative direction, including brand design, imagery, tone and overall storytelling.
Krueger joins StockX from Fulwell Entertainment, formerly SpringHill Company, which was founded by athlete LeBron James and sports marketer Maverick Carter. In that role, Krueger led creative and storytelling for the HBO show “The Shop,” per the release.
While at SpringHill, Kruger helped expand the show into a consumer-facing brand that included live events and tours, men’s grooming products and merchandise, per the release. The project also included a collaboration with Nike on a LeBron 21 x The Shop sneaker.
Prior to Fulwell, Krueger worked with Nike Brand Studio through James’s and Carter’s media platform Uninterrupted, where he oversaw the LeBron and Kobe brands. He also worked at creative agency Laundry Service, now called Wasserman, where he led art direction for the T-Mobile and Major League Baseball partnership and helped launch House of Hoops, a collaboration between Foot Locker and Nike, per the release.
“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,” Nick Karrat, chief marketing officer at StockX, said in the 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..”
StockX was founded in 2016 in Detroit. Krueger will be based in Chicago but will travel to the Detroit headquarters regularly, per the release.
Krueger’s hire comes as StockX is under new leadership. The resale platform’s co-founder Greg Schwartz became CEO on Jan. 1, succeeding Scott Cutler, who remains with StockX as an advisor. Karrat is also new to his position, having joined the company last year.
In addition to sneakers, StockX also is a resale platform for apparel, accessories and collectibles and releases trend reports tracking the value of the top brands and products at resale.
