In 2004, Bendis moved his Powers from Image Comics over to Marvel Comics. Because Powers was creator-owned, it could not be published as part of the regular Marvel Comics imprint. To address this need for an imprint for creator-owned comics, necessitated primarily by Powers and Kabuki (owned by Bendis's friend and occasional collaborator, David Mack), Marvel created the Icon Comics imprint.
In 2004, Bendis took over Avengers. His first story arc was Avengers Disassembled, a major crossover which was very popular but also very controversial amongst longtime fans. Avengers then relaunched to become New Avengers with a revamped line-up, including Spider-Man and Wolverine. Bendis also wrote Secret War in 2004, featuring a cast of superheroes very similar to the cast of New Avengers.