Henry “Que” Gaskins, who helped Reebok transform itself from an athletic shoe company to a lifestyle brand, has been appointed EVP Strategic Marketing for Def Jam Recordings. He’ll report to Def Jam GM/EVP Faisel Durrani, who made the announcement.

Gaskins will collaborate with the senior management team to develop Def Jam’s strategic vision and brand architecture across all consumer and cultural platforms. Gaskins said his primary focus “will be to assist in positioning the brand as an innovator and disruptor of the future.”

Gaskins has held senior executive marketing positions at Nike, American Eagle Outfitters and Reebok. While at Reebok, he forged relationships with Jay-Z, 50 Cent, Pharrell, Shakira, Daddy Yankee and others.

“He arrives at a time when Def Jam and our artists are uniquely positioned to penetrate the marketplace in new and bold ways,” Durrani said. “Steve Bartels and I have both long-admired Que and his work, and anticipate that his leadership and innovative thinking will make an immediate impact on our business and our culture.”

Gaskins, who began his career with the Allen Iverson Brand in 1994, founded Que-In Consulting in 2012; last year, he was also Chief Brand Officer of LRNG.Org for Collective Shift.