StockX names new creative head

U.S. resale platform StockX announced on Monday the appointment of Daniel De Jesus Krueger to the role of vice president and head of creative.

In his new role, Krueger will lead the Michigan-based company’s global creative direction, defining its brand ethos and its application through design, imagery, tone of voice, and overall storytelling, according to a press release.

An award-winning creative director with a career that spans over a decade across culture, sports, and music, 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.

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

During his career, the creative has also worked on projects with major 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. 

“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 Stock CMO, Nick Karrat.

“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.”

For the role, Krueger wil travel regularly to the resale firm’s headquarters in Detroit.

“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,” said Krueger.

“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.”

Krueger’s appointment comes just six months after StockX’s top management reshuffle which saw the company’s CEO Scott Cutler step down, effective December 31. The former chief was replaced by Greg Schwartz, the platform’s co-founder, and president and COO, at the time.