Noh-Varr served as an ensign aboard the Kree Diplomatic Gestalt interstellar schooner called the Marvel. The ship was drawn towards the Marvel Universe and shot down by Doctor Midas, a wealthy individual obsessed with acquiring cosmic powers. As the sole survivor, Noh-Varr encountered the sentient corporation known as Hexus, which seeks to control Earth through global commerce. Noh-Varr defeated Hexus and formsed an alliance with Oubliette, the daughter of Doctor Midas, to confront him. After defeating Midas, Noh-Varr was captured by S.H.I.E.L.D. and imprisoned in the Cube. While in custody, he declared war on Earth and the human race.

Noh-Varr captures the attention of the Illuminati, a group consisting of Professor X, Mister Fantastic, Black Bolt, Iron Man, Doctor Strange, and Namor. Concerned about Noh-Varr's declaration of war on the planet, they visit him at the Cube, a seemingly inescapable prison, in a mental projection. They offer him a choice: to live as a hero or spend the rest of his life in the Cube, invoking the legacy of Captain Marvel. They leave him to make his decision and encourage him to earn his way out. Later, Noh-Varr is brainwashed by S.H.I.E.L.D. Director Maria Hill to capture the Runaways.

After being released by the Cube's cruel warden, Noh-Varr brutally subdues the Runaways and the Young Avengers. As the Cube mission concludes, Noh-Varr is ordered to be retrieved. The Young Avengers and the Runaways launch an assault on the Cube, leading to a battle with Noh-Varr. However, the Vision manages to reverse the Cube's mental control over him, and Noh-Varr takes control of the Cube, declaring it the capital city of the new Kree Empire. When an alien virus released by the Skrulls frees the prisoners, Noh-Varr decides it's time to leave.

Noh-Varr's path takes a significant turn when he encounters a dying Khn'nr, who appoints him as the new Protector of the Earth. Inspired by Khn'nr's words, Noh-Varr decides to take a side in the war, causing a massive explosion in the middle of the battle in New York and declaring the Skrull invasion over. Norman Osborn recruits Noh-Varr to his Avengers team, and Noh-Varr assumes the mantle of the new Captain Marvel. However, his recruitment to the team leads to conflict with Carol Danvers (the original Captain Marvel), who blames Noh-Varr for the actions of a church that worshipped the deceased Skrull impersonator of Captain Marvel. Their encounter ends with Noh-Varr flying away, leaving Carol to believe what she will.

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