OAN Staff Cory Hawkins
3:00 PM – Thursday, February 5, 2026
Attempting to reverse the party’s 2024 losses with young men and swing voters, former Vice President Kamala Harris has unveiled “Headquarters” — a permanent content hub aimed at Gen Z.
Generation Z (“Gen Z”) refers to younger people born from 1997 to 2012.
Harris is reportedly targeting Gen Z with the rebrand for strategic reasons. The generation is now a sizable voting bloc — with its oldest members in their late 20s and millions more eligible to vote by 2026 — and the majority has consistently leaned blue on issues such as abortion, climate change, and LGBTQ+ inclusion. Democrat officials believe their main challenge with this group is turnout, rather than persuasion, as many young voters have expressed skepticism toward traditional politics. Analysts suggest Harris’s “meme-driven,” informal brand is designed to feel less like a politician’s account and more like a digital community. Since Gen Z mostly engages politically via TikTok, X, and Instagram rather than legacy media, a shareable, rebranded online presence may prove more effective than prior strategies.
Additionally, the “67” inclusion in Harris’s new X handle — @headquarters_67 — is a deliberate nod to Gen Z and Gen Alpha internet slang. However, the former VP claims she chose to include 67 “since Elon wouldn’t give us @headquarters,” according to the account’s bio.
Meanwhile, although the effort brings together her former campaign staff, it faces an uphill battle, as many Democrat donors remain weary after the 2024 campaign’s long, costly run and lingering debt.
Shortly after the account made headlines, the Trump administration’s digital team mocked the relaunch, with the “Trump War Room” sharing a CNN segment that highlighted the liberal network’s hosts ridiculing the account as “cringe.”
“Cringe” is Gen Z slang used to describe something that prompts embarrassment, awkwardness, or secondhand discomfort — like watching someone try too hard to be cool, trendy, or funny.
According to reports, the rebrand initiative is a partnership with the left-wing group People For the American Way, which aims to transform Harris’ 2024 campaign into a long-term “content hub” designed to mobilize young voters ahead of the 2026 midterm elections.
Harris dusted off her dormant campaign social media account on Thursday, debuting a grinning video to announce a rebrand after teasing a mystery announcement the day before.
Appearing in a purple suit, a color she notably wore during her 2021 inauguration and the 2024 Democratic National Convention (DNC), Harris further emphasized that the account will serve as a hub for “elected leaders, community leaders, civic leaders, faith leaders, and young leaders.”
Headquarters is “where you can go online to get basically the latest of what’s going on and also to meet and revisit with some of our great, courageous leaders,” Harris says in the video. “I’m really excited about it, so stay engaged, and I’ll see you out there.”
The newly launched “Headquarters” account is a direct rebrand of @KamalaHQ, which had remained dormant since Harris’s loss to President Donald Trump in the 2024 election. By reviving this digital infrastructure, Harris, in partnership with People For the American Way, is attempting to mobilize young voters for the 2026 midterms and re-establish her influence within the Democrat Party.
The move seeks to reclaim digital territory where the Trump administration has maintained a dominant presence over the past year.
Harris’s strategy follows a model similar to Governor Gavin Newsom’s (D-Calif.) @GovPressOffice, which has been used to champion Democrat policies while frequently challenging the Trump administration.
On Wednesday, before the name change, the account posted a video showing repeated attempts to log in to her X campaign account with incorrect passwords, such as “waytooonline,” “thebabysitterisweird” and “project2025wasreal” — before successfully logging in with “headquarters.”
The video, which was subsequently posted on her Instagram account, closed with a black screen displaying the word “Tomorrow.”
Since conceding, the former VP has largely stayed out of the daily political fray, focusing instead on the release of her memoir, “107 Days.” The book, which details the highs and lows of her condensed 100-day campaign, has served as the centerpiece for a national tour and several public appearances — including a recent stop this month where she criticized federal ICE tactics.
Though Harris has not officially declared a second bid for the White House, she has hinted at future public service, telling the BBC she is “not done.” However, any future run would require addressing the hurdles of her 2024 campaign, in which she raised a record-breaking $1 billion but still failed to secure a victory in a single swing state.
Rather than pursuing the California governorship, Harris has settled into private life in a newly purchased $8.15 million estate in Malibu.
The move to the extremely wealthy and exclusive Point Dume neighborhood with her husband, Doug Emhoff, has drawn scrutiny from critics from both parties who point to her past warnings about “rising sea levels in coastal communities” and her administration’s regulatory stance on luxury home amenities like the gas appliances featured in her new residence.
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