Honestly, it feels a little wild to be talking about the next election when the dust from the last one has barely settled on the D.C. pavement. But here we are. In the world of American politics, the "invisible primary" starts the second the inauguration music stops. If you're wondering who is running for president 2028, you’ve got to look past the official filings and toward the people currently making "casual" trips to New Hampshire or "accidentally" giving high-profile speeches in Iowa.
Right now, the field is a mix of people trying to act like they aren't interested while their teams are busy buying up domain names. We have vice presidents looking to step up, governors trying to prove they’ve got national appeal, and a few wildcards who might just burn the whole thing down.
The Republican Side: Is it the Year of the Successor?
On the GOP side, everything kind of orbits around the current administration. It’s a delicate dance. You want to show you're the heir to the movement without looking like you're measuring the drapes while the current guy is still sitting in the chair.
JD Vance: The Frontrunner by Default?
Vice President JD Vance is basically the person everyone is watching. He’s been pretty clear that he isn’t going to talk about 2028 until after the 2026 midterms are done. Smart move. He told Fox News back in November 2025 that if the administration does a good job, the politics will "take care of itself."
But let's be real: being the VP makes you the immediate favorite. He’s already got the donor network and the name recognition. In recent polls, like the ones from YouGov, he’s crushing the "ideal candidate" category among Republicans, sitting way ahead of anyone else.
The Florida Factor: Rubio vs. DeSantis
This is where it gets spicy. You've got Marco Rubio, now serving as Secretary of State, and Ron DeSantis, the Governor of Florida. Rubio’s stock has been soaring lately. Prediction markets have him as a solid number two behind Vance. Trump even floated the idea that Rubio and Vance could "get together in some form," which sounds like a hint at a future ticket.
🔗 Read more: The Faces Leopard Eating Meme: Why People Still Love Watching Regret in Real Time
Then there’s DeSantis. He’s been a bit quieter on the national stage compared to his 2024 run, but he hasn't closed the door. He’s mostly focusing on Florida issues like immigration and "jockeying" for position. Honestly, his odds in the betting markets have dipped a bit, but you can never count out someone with that much infrastructure.
The Rest of the GOP Field
- Donald Trump Jr.: People keep bringing his name up. He’s got the base, but does he want the job? He’s currently polling well as a "considered" candidate.
- Vivek Ramaswamy: He’s busy with a gubernatorial run in Ohio for 2026, but he’s clearly building a long-term brand.
- Nikki Haley: She’s still in the conversation, though she’s got a steeper hill to climb with the core MAGA base these days.
The Democratic Bench: A Battle for the Party's Soul
The Democrats are in a weird spot. They’re looking for a fresh face but also grappling with the "old guard." It’s a bit of a scramble to see who can actually unite the different factions of the party.
Gavin Newsom: The Coastal Contender
California Governor Gavin Newsom is arguably the most active "non-candidate" out there. He recently told CBS News he’d "be lying" if he said he wasn't considering a 2028 run. He’s basically waiting until after the 2026 midterms to make it official.
He’s leaning into his role as a chief critic of the current administration. He’s traveling to battleground states like South Carolina and pushing California ballot measures that feel very "national platform-y." Democrats seem to like him; he often tops the "ideal nominee" polls for 2028.
Josh Shapiro: The Keystone State Hopeful
Pennsylvania Governor Josh Shapiro is a name you’ll hear a lot. He just announced he’s running for a second term as governor in 2026, but the "2028" whispers are following him everywhere. He’s got that moderate, "I can talk to anyone" vibe that Democrats think they need to win the Rust Belt.
💡 You might also like: Whos Winning The Election Rn Polls: The January 2026 Reality Check
He sidesteps the question constantly, saying he’s "focused on the work." Classic politician move. But his record of winning big in a swing state makes him a very dangerous primary opponent.
Gretchen Whitmer: The "Big Sister" of Michigan
Gretchen Whitmer is an interesting case. She’s been acting a little more cautious than Newsom. In Toronto recently, she cast doubt on a 2028 bid, saying she doesn't know if she needs to be the "main character" in the next chapter.
But then, she’ll turn around and shout "Who knows?" to reporters when asked about it in Lansing. She’s built a huge profile by being more cordial with the Trump administration than some of her peers, which some Dems love and others... not so much.
Other Democrats to Watch
- Kamala Harris: The former VP is still very much in the mix. She’s got the experience and a solid base of support, though some in the party are looking for a new direction.
- Pete Buttigieg: Always a favorite with the donor class and great on TV.
- Josh Green: The Hawaii Governor is starting to pop up on lists as a potential dark horse.
- Wes Moore: The Maryland Governor has the charisma that a lot of people think could translate well to a national stage.
Why 2026 is the Real Starting Line
You might think 2028 is ages away. It’s not. The 2026 midterm elections are the real "pre-season."
If the Republicans hold Congress and the economy stays steady, JD Vance becomes almost impossible to beat in a primary. If the Democrats manage a "trifecta" in swing states like Wisconsin or Pennsylvania, governors like Shapiro and Whitmer look like geniuses.
📖 Related: Who Has Trump Pardoned So Far: What Really Happened with the 47th President's List
We’re also seeing a massive fight over the primary calendar. Nevada Democrats are currently lobbing some serious shade at New Hampshire, trying to argue that they should go first because they're more diverse. The DNC is going to decide that later this year, and whoever wins that fight basically gets to decide which candidate has the early momentum.
What should you look for next?
If you want to stay ahead of the curve, stop listening to what they say and start watching what they do.
- Watch the travel logs: If a governor from a blue state starts showing up at a fish fry in South Carolina or a diner in Nevada, they’re running.
- Check the fundraising: Keep an eye on the "Leadership PACs." These are basically slush funds that allow politicians to travel the country and help other candidates—while building their own national networks.
- The 2026 results: This is the big one. Anyone who wins big or helps their party flip seats in 2026 is going to have a massive tailwind going into the 2028 cycle.
Basically, the 2028 race is already happening. It's just happening in the background, over coffee and private dinners, while everyone waits for the 2026 midterms to give them the green light.
Actionable Insights for the 2028 Cycle:
- Monitor the FEC Filings: While many "placeholder" candidates have already filed, the serious heavy hitters won't show up until early 2027.
- Follow State Approval Ratings: A governor like Shapiro or Newsom is only as strong as their home-base support. If their numbers dip at home, their national ambitions usually follow.
- Watch the Policy Battles: Potential candidates often use their states as "laboratories" for national policies. If Newsom or DeSantis pushes a major new law, they aren't just doing it for their state; they're testing a campaign slogan.