In the run-up to the Democratic primary for the New York City mayoral race on June 24, candidates are seemingly striving to project an image of strength and resilience.
This trend is evident in the recent campaign strategies of several candidates, who are leveraging themes of toughness in their messaging. This shift in branding comes at a time when the Democratic Party is seeking to reinvent its image to resonate with male voters, in anticipation of the 2026 midterm elections and the 2028 presidential election.
According to the Daily Caller, former Democratic New York City Comptroller Scott Stringer, a long shot in the mayoral race, launched a TV ad on June 4 titled "Toughest." In the ad, Stringer equates toughness with "putting New Yorkers first," and describes his own toughness as "taking on party bosses to save rent stabilization laws, fighting corruption as comptroller and saying no to Cuomos vicious budget cuts."
In a similar vein, Democratic New York City Comptroller Brad Lander released a video in April showing him throwing punches in a boxing gym, symbolizing his fight to become the city's next mayor. "As your mayor, Ill fight for you," Lander, another lower-polling candidate, declared in the video.
Former Democratic New York Gov. Andrew Cuomo, widely considered the frontrunner in the mayoral race, has consistently projected himself as a fighter throughout his campaign. In May, he announced his intention to run on an independent ballot line, "Fight and Deliver," in November, irrespective of the outcome of the June Democratic primary. Cuomo has also frequently used the phrase "New York tough" in recent years.
Democratic New York State Sen. Gustavo Rivera, who endorsed Democratic socialist Zohran Mamdani in the mayoral race, told Politico, "Cuomo is all about being a tough guy from a distance. Its an 80s mentality you cant be a softy. You have to be tough to get things done."
However, Monica Klein, a communications consultant for mayoral candidate Zellnor Myrie, expressed skepticism about Cuomo's approach. She told Politico that she believes Cuomo is "more interested in imagery than impact." Klein added, "Its tough to face New Yorkers, stand up for your record and present your vision to voters. Ducking press and accountability while refusing to defend your record except when legally mandated to do so is not."
The Democratic Party, which some members have labeled as "weak and woke," is in the process of rebranding itself ahead of the 2026 midterms. This comes amid growing intraparty tensions. Democratic strategist Yvette Buckner told Politico, "Strength doesnt have to be loud, but you have to be concrete, you have to be thoughtful. You can be powerful without flexing."
The Daily Caller News Foundation reached out to the campaigns of Stringer, Cuomo, Lander, and Mamdani for comment, but received no immediate response. This lack of communication underscores the high-stakes nature of the race and the candidates' focus on projecting strength and toughness in their bid to lead New York City.
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