StockX Taps Daniel De Jesus Krueger as New Head of Creative

Published Jun 2, 2025 - Company News

Krueger brings more than 10 years of experience with deep ties to culture-defining athletes and global sports brands

StockX today announced Daniel De Jesus Krueger as its Vice President & Head of Creative. In this role, he will lead the company’s global creative direction, defining the evolving StockX brand and its application through brand design, imagery, tone of voice, and overall storytelling. An award-winning creative director, Krueger’s career spans over a decade working with leading voices in 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. 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. Daniel also created and directed the first spinoff from The Shop, a pilot called House Calls. This project brings the same experience to musicians, athletes, and entertainers, all from the comfort of their own spaces. 

“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.”

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. 

“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.”

After years on the West Coast, Krueger will return to his hometown for the role and travel to StockX’s Detroit headquarters regularly.