It’s been over 17 years since Spider-Man: Brand New Day rewrote the web-slinger’s life, but with Amazing Spider-Man #1, Joe Kelly launches a new era that feels like a clever reflection of that game-changing reset. The result? A familiar but fresh return to what makes Spider-Man so endearing: grounded struggles, chaotic relationships, and a whole lot of web-slinging action.
Kelly’s return is more than symbolic. As a member of the original “Brand New Day” Brain Trust and the mind behind the acclaimed “8 Deaths of Spider-Man,” he brings a legacy of sharp storytelling and emotional depth. Now, stepping into the full-time writer role, Kelly doesn’t shy away from playing with history—in fact, he leans right into it.
The issue opens with a wonderfully awkward montage of Peter Parker bombing job interviews, as potential employers reel at his ludicrous résumé. It’s hilarious and sad in equal measure—classic Parker luck—and directly mirrors Amazing Spider-Man #546, Dan Slott’s opening salvo of Brand New Day. But instead of feeling recycled, it works as a meta nod to how far the character (and readers) have come since then, while also reestablishing the core of Spider-Man’s appeal: he’s a guy who just can’t catch a break.
Enter Brian Nehring, a new addition to Spidey’s supporting cast and a blast from Peter’s middle school past. Nehring, a former prankster with a shady edge, offers Peter a lifeline in the form of a job at Rand Enterprises. Their dynamic is intriguing—Peter, the more stable of the two for once, reluctantly accepts the offer. There’s room for fun and tension here, and Kelly sets it up with just the right amount of ambiguity about Brian’s motivations.
Meanwhile, the personal side of Peter’s life gets a shakeup as he joins best friend Randy Robertson and their dates on a double date. Peter’s “maybe” girlfriend, Shay—a nurse with no ties to superheroes—is a refreshing presence. Grounded, sharp, and understanding of mental health, she provides a dynamic we rarely see in Peter’s romantic entanglements. Their relationship status is marked as “probation,” giving just enough will-they/won’t-they intrigue without the melodrama.
Visually, the issue is a knockout. Pepe Larraz’s art is energetic, clean, and expressive. His Peter Parker may look surprisingly young—almost elfin—but the fluidity of his action scenes more than makes up for it. The standout sequence involves the Rhino charging through the city, only for the fight to be cut short when he collapses mid-rampage from a heart attack. It’s intense, unexpected, and reveals Kelly’s deeper narrative plans. The Rhino, of course, was at the heart of one of Kelly’s best stories from his Brand New Day tenure, and his inclusion feels like both homage and evolution.
What’s especially compelling is how this issue hints at a larger, more sinister mystery. Peter’s investigation into the Rhino’s behavior leads him straight into a trap set by a new, unknown villain who delivers a haunting psychic assault, projecting a nightmarish vision of Spidey’s rogues gallery attacking him all at once. This villain is clearly not working alone—Hobgoblin (Roderick Kingsley, looking menacing as ever thanks to Larraz’s pencils and Marte Gracia’s vibrant colors) appears in the final pages, setting the stage for an epic showdown.
As if that weren’t enough, Kelly and editor Nick Lowe reunite the previous volume’s art team—John Romita Jr., Scott Hanna, Marcio Menyz, and Joe Caramagna—for two compelling backup stories. One teases a new threat from the mysterious Hellgate, while the other revisits Norman Osborn, who chooses not to relinquish control of his company. Both hint at major long-term arcs while reinforcing this issue’s central theme: a reset doesn’t mean forgetting the past.
In many ways, Amazing Spider-Man #1 is “Brand New Day: Reloaded.” But that’s not a knock—it’s a strength. Kelly understands that Peter Parker’s world is cyclical, always crashing and rebuilding. What he delivers here is a carefully balanced mix of humor, heart, nostalgia, and momentum. Whether it’s the return of familiar themes or the promise of new villains, this issue feels like the first step into something exciting.
Joe Kelly’s Amazing Spider-Man #1 is a spirited return to form that plays with the past while paving the road forward. With stunning art, strong character work, and seeds planted for intriguing plots to come, this feels like the start of something truly special. It may be “Brand New Day” again—but it’s a day well worth revisiting.