Marc Ecko has gone back to his roots.

The streetwear pioneer has returned to Complex, the magazine he founded in 2002, as chief creative and innovation officer. In this newly created role, Ecko will oversee the creative strategy for the media company and work to integrate new technologies such as AI into the business to drive audience engagement.

At the same time, Ray Elias has joined Complex as chief marketing officer, where he will work to spearhead growth and communications for the media and commerce business.

Elias has more than 25 years of experience and most recently served as chief marketing officer at HotelTonight, a hotel booking company that was ultimately acquired by Airbnb. He also served as chief marketing officer at StubHub for more than 10 years, working to grow the company from a start-up to a multibillion-dollar platform in live entertainment and e-commerce.

In addition to Complex, Ecko founded the fashion brand, Ecko Unltd. in 1993 as a T-shirt company. Ultimately he grew the brand, which became famous for its rhinoceros logo, into a must-have for the hip-hop and urban communities. In 2023, he returned to Ecko Unltd. on its 30th anniversary to create a limited-edition collection based on his archival designs. He had sold his stake in the business to Iconix Brand Group in 2009. In recent years, he has focused on philanthropic efforts.

Complex was acquired by Ntwrk in 2024 with strategic investment from Universal Music Group, Jimmy Iovine, Goldman Sachs and Main Street Advisors. It publishes a print magazine, operates an e-commerce platform and hosts the ComplexCon event in different cities globally.