Jack Schlossberg. (Justin Sullivan / Getty Images)
During his 1961 inaugural address, John F. Kennedy famously called on a new generation of Americans to serve their country. Nearly 64 years later, his only grandson, Jack Schlossberg, is answering a similar call—this time from Democratic voters who are seeking generational change as party leaders continue in office well into their 70s.
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Schlossberg, 32, announced Wednesday in a video on social media that he is running for the House seat of 78-year-old Rep. Jerrold Nadler, D-N.Y., who plans to retire after 34 years representing Manhattan’s heart. Unlike much of the playful, sometimes provocative content he shares as “JackUno,” Schlossberg’s announcement was earnest and focused, directed at his nearly 800,000 followers. He expressed a serious desire to represent his hometown district and confront the Trump administration from Congress.
“It’s certainly time for a new generation of Americans to step up and ask what they can do for their country,” Schlossberg told MSNBC ahead of his announcement. “And I think it shouldn’t just be about someone’s age. It should be about candidates—young or old—who understand policy and can navigate this political environment, which is toxic.”
Schlossberg, like many Democrats, criticizes President Donald Trump’s policies and behavior, citing what he calls corruption, affordability, and constitutional crises. But unlike many established politicians, the New York City native is leaning on his experience as a social media influencer to shape his first run for office. He sees engaging Trump and his supporters online not as clickbait but as a necessity in a media landscape dominated by right-wing X posters, podcasters, and YouTube influencers.
“One thing we can do is elect candidates who know how to communicate effectively in this toxic political environment,” Schlossberg said. “New media is completely polluted, and the air is dirty. I’ve learned to breathe in that environment, and we need candidates who understand how to do that. That’s what makes me an effective representative.”
Schlossberg is not shying away from the personal stakes of his campaign. Trump has targeted the Kennedy legacy, and Schlossberg has also publicly criticized his cousin, Robert F. Kennedy Jr., who now serves as Health and Human Services secretary following a failed presidential bid.
Schlossberg’s social media presence grew significantly in the lead-up to the 2024 election, as he experimented with various characters and impersonations, often targeting Trump and RFK Jr. He also appeared as a surrogate on the campaign trail, making viral video appearances and encouraging young voters to engage. His approach, which he calls “trolling for a cause,” has influenced other prominent Democrats, including California Gov. Gavin Newsom, who have adopted bold social media tactics against Trump and the MAGA movement.
“In the lead-up to the 2024 election, I saw that the internet and new media were dominated by the right,” Schlossberg said. “I wanted to offer an alternative perspective and help get the Democratic Party’s message out. I used creativity and a bit of courage to speak up, and I learned a lot in the process.”
Schlossberg said his in-person experiences on the campaign trail were just as meaningful. “I learned that the Democratic Party is not dead,” he said. “I met thousands of people across almost every swing state, young and old, who are eager to join our cause and do everything they can to stop this president from advancing his agenda.”
Schlossberg enters a competitive primary for Nadler’s heavily Democratic district, where winning the primary is nearly equivalent to winning the seat. Among his competitors are Micah Lasher, a New York state assembly member and Nadler protégé, and Liam Elkind, a 26-year-old nonprofit founder. Nadler told The New York Times last month that any endorsement of a successor “is way down the road.”
If elected, Schlossberg could serve in Congress while his cousin holds a Cabinet position. He argued that opposing the Trump administration is not just about his family’s legacy but also about honoring “the generations of Americans and New Yorkers who fought and sacrificed to build this country.”
Health and Human Services Secretary Robert Kennedy Jr. (Andrew Harnik / Getty Images)