Spider-Man: Brand New Day presents a new story where Peter Parker, played by Tom Holland, embarks on a mysterious adventure. As Peter faces new enemies like Scorpion (Michael Mando) and assassins such as Boomerang and Tarantula, Detective Jean DeWolff's (Liza Colón-Zayas) investigation into crimes in New York holds clues to the Daredevil universe. However, not everything in this story may be as it seems; the Hand ninjas in red outfits could be distractions from another Spider-Man foe.

In Peter Parker's pop-up apartment in Brooklyn, a crime board filled with Easter eggs of Spider-Man features an image of crime boss Tombstone (Marvin "Krondon" Jones III) and a bespectacled man. This individual is believed to be Rose, the alter ego of Richard Fisk, the son of Spider-Man and Daredevil's arch-nemesis Wilson Fisk in the comics.

Spoiler alert for Daredevil: Born Again Season 2. At the end of the second season of the Marvel Television series, Peter's former lawyer Matt Murdock (Charlie Cox) reveals his Daredevil identity to take down Mayor Wilson Fisk (Vincent D'Onofrio) in court. Murdock's imprisonment and Fisk's self-imposed exile indicate that the absence of both Daredevil and the Kingpin has allowed the Hand to regain power.

Rose's story is connected to the Born Again storyline in Marvel's Daredevil comics. Fisk's association with crime ends his facade as a legitimate businessman. After Born Again, in The Amazing Spider-Man issues, many Spider-Man villains like Rose and Hobgoblin vie to become the new Kingpin in Fisk's absence.

As Spider-Man seeks help from Frank Castle, the conflict with the black-suited Spider-Man that Castle encounters during his war on crime reveals the complex dynamics of this new story. Peter, believing that this war could endanger innocent people, tries to stop the Punisher's excessive violence.