"Marvel NOW!" was the branding for the stories that fell between the end of AvX (2012) and the beginning of Secret Wars (2015). Here are some figures based on the designs seen therein:
- Marvel Legends
- Captain America
- Cyclops
- Deadpool
- Hawkeye
- Hulk
- Iron Man
- Magik
- Punisher (Thunderbolts)
- Storm
- Superior Spider-Man
- Thanos
- Thor
- Vision
- Wonder Man
- Marvel Minimates
- Captain America
- Hawkeye
- Hulk
- Iron Man
- Nova
- Scarlet Witch
- Superior Spider-Man
- Thor
- Thunderbolts
- Vision
- Wolverine
- Marvel Select
- Hawkeye
- Superior Spider-Man
- Thor
- Marvel Universe
- Hulk
Also there are the Marvel Legends Superiors Spider-Man and Venom, and the Marvel Select Superior Spider-Man.
Also maybe the BAF Hobgoblin? Not sure when he debuted.
And Dr. Strange shouldn't count - he was definitely wearing that costume before Marvel NOW! - he's already got it on during AvX, for example...