In recent weeks, James Fishback, a 30-year-old Republican investor who last month launched a long-shot campaign for governor of Florida, has drawn online attention for a series of incendiary social media posts attacking Israel and invoking antisemitic tropes.

In addition to praising followers of the neo-Nazi influencer Nick Fuentes, comments for which he has refused to apologize, Fishback has promoted a range of extreme anti-Israel positions, including in a recent campaign ad vowing to defend those who accuse the Jewish state of genocide. He has taken repeated aim at the pro-Israel organization AIPAC, which he calls a “foreign lobbying group,” saying its supporters are “slaves” and that his own “allegiance is to America.”

“I’ll be the first to admit that I fell for the ‘Israel is our greatest ally’ scam and the lie that criticizing Israel is ‘antisemitic,’” he wrote in a social media post this week. “It wasn’t until I was offered a paid trip to Israel this summer (which I never took) that I realized how cringe and pathetic the propaganda was.”

In using such inflammatory rhetoric, Fishback, a political newcomer, is likely seeking to capitalize on the views of a younger audience of far-right voters increasingly fueling anti-Israel as well as antisemitic sentiment in the GOP, which has recently forced the party to confront a growing schism within its ranks over its ideological direction.

But while Fishback has sought to cast next year’s Republican primary as “very clearly a two-person race” between him and Rep. Byron Donalds (R-FL) — the pro-Israel GOP front-runner now dominating the polls while reporting a $40 million fundraising advantage — political operatives in both parties are skeptical his insurgent bid will ultimately amount to any sort of meaningful on-the-ground traction even as he continues to provoke controversy from behind the screen.

“Social media is the only reason anyone has heard of Fishback, and 20 years ago no one would even be talking about him,” Steve Schale, a Democratic strategist in Florida, told Jewish Insider. “Unless he stumbles into a pile of cash, it’s hard for me to see this being more than just an effort to get clicks.”

Fishback, the CEO of an anti-DEI investment firm called Azoria, is hardly the first candidate hoping to translate social media clout into votes or fame. A growing cohort of young influencers seeking office has emerged in recent years, so far with no success. 

Deja Foxx, a progressive TikTok activist who ran for Congress in Arizona this summer, had raised a lot of money and appeared to be gaining momentum near the end of the campaign. But despite the hype, Foxx fell short by nearly 40 points — losing out to a more established local lawmaker.

In the race to succeed outgoing Florida Gov. Ron DeSantis, Donalds, a three-term congressman who is endorsed by President Donald Trump, is heavily favored to clinch the nomination over a handful of lesser-known primary rivals. Multiple surveys have shown him leading by double digits — with support from a range of state elected officials. Fishback, for his part, claimed just 2% of the vote in a recent poll.

“Although we’re still in the early stages of this race, it’s almost game, set, match,” said Ford O’Connell, a Republican strategist in Florida. “Byron Donalds is dominating the field, approaching 50% in the polls. Once voters realize he has Trump’s endorsement, he becomes the clear favorite. In GOP primary politics, Trump’s endorsement is the platinum standard.”

“If you look at any legitimate polling I would say Mr. Fishback has a very tall mountain to climb,” Will McKinley, a GOP lobbyist and government consultant in the state, echoed to JI.

Jim Cherry, a Republican pollster in Florida, said his “firm does political polling and as of this point, no client has requested that we include Fishback in any gubernatorial head-to-head questions.”

A college dropout and former hedge fund analyst, Fishback attracted some attention in conservative circles after he pitched DOGE “dividend checks” to a receptive Elon Musk, though the plan never took off. He later launched a super PAC to oppose Musk when the billionaire mogul fell out with Trump. He announced his gubernatorial bid in mid-November, pledging to “build on” DeSantis’ “historic record.”

Fishback has portrayed himself as a strong ally of DeSantis, who has so far declined to publicly back anyone in the race, while dismissing Donalds’ bid. But Fishback’s hostility to Israel puts him at odds with the governor, who has long touted his support for the Jewish state.

Meanwhile, Fishback’s recent comments on Israel are almost certain to alienate a sizable population of Jewish voters who live in Florida and can help tip the scales in close elections.

“In my opinion, he’s not a serious candidate and is simply trying to be incendiary to get attention,” said Gabriel Groisman, a Jewish Republican donor and a former mayor of Bal Harbour, Fla. 

He declined to comment further, saying that doing so would be “counterproductive.”

In a statement to JI Thursday, Sam Markstein, spokesperson for the Republican Jewish Coalition, dismissed Fishback as “a radical fringe candidate who has decided that the way to run his campaign is to attack the Jewish community and our ally Israel.” 

“It won’t work — and Republican Floridians will resoundingly reject him in the GOP primary,” he said.

Fishback, in response, said the “only poll that matters is on Election Day: August 18, 2026,” adding: “Until then, I am committed to earning Floridians’ votes by visiting all 67 counties to meet folks where they are, hear their concerns and share my vision for a more affordable Florida.”

“If elected, I’ll be a governor for all Floridians,” he continued in a statement to JI. “As a Christian, I have never ‘attacked’ anyone for their faith. I will protect religious freedom and ensure the safety of all Floridians.”