Texas Attorney General Ken Paxton could have picked any number of messages for his first Senate campaign ad of the general election back in May. Texans care a lot about cost of living, border security, healthcare, and corruption, among other issues. But Paxton’s very first ad went with something that pollsters don’t generally ask about. He accused his opponent, Democratic state Rep. James Talarico, of being “Too Low-T for Texas.” Too low in testosterone. Not manly enough. 

Voters generally don’t rank masculinity as a top issue in any race, but Paxton’s opening salvo wasn’t completely out of left field. Young men broke for President Donald Trump by a shocking margin in 2024. During that campaign, Trump played to the “manosphere”, appearing on many a bro-y podcast and leaning on his macho, politically incorrect image for an audience burned out on the politics of Woke 1. 

Paxton, whom Trump endorsed over incumbent Republican Sen. John Cornyn (R-TX) in the primary, is as closely linked to the president as any candidate on the ballot — so it’s not all that surprising to see him attempt the same strategy.

And Texas, after all, has its stereotypes: rugged individualism. Cowboy boots. Smoked meats. Texas Rangers. The list goes on.

Starting with the “Low-T” ad, the Paxton campaign has been all in on exploiting the politics of masculinity and traditional ideas about gender and gender roles to cast Talarico as not man enough to serve as senator — and the rest of the Republican ecosystem has followed suit. 

In May, Trump policy adviser Stephen Miller tweeted that “The Democrats made history in Texas by nominating their first transgender senate candidate.” Vice President JD Vance recently walked right up to the line of calling Talarico gay at a rally in the state. Elon Musk’s super PAC has flooded the state with AI slop commercials like this one, in which an adult drag queen in a sparkly jersey dunks on some female athletes. The commercial attacks Talarico for being supportive of trans athletes. Trump himself has also weighed in, accusing Talarico of veganism — fighting words in some Texas circles. (Talarico, 37, is a cis man, says he has a girlfriend, and denies being a vegan.)

Attacks are one thing, though, and an effective political strategy another. To figure out whether Paxton’s masculinity campaign is working, the Today, Explained team headed to Texas.

“People are mad about other things”

At a Paxton rally in Fort Worth, Texas, on a recent Monday night, Jacenta and Susan Sims were riling each other up, seeing who could get the best dig in at Talarico’s manhood. 

Susan pointed to her own chest. “My shirt says ‘No Tala-freaking-way.’ Because he is kind of a freak,” she said. She listed some of Talarico’s past comments on gender to support her statement. “Like, how are you talking about God like he’s nonbinary and there’s six sexes?” 

Talarico said God was nonbinary during a Texas legislative session in 2021, making what he later described as a “cringey” point about God being above human categorization. Also in 2021, he claimed during a debate over trans kids in sports that there were six sexes. He recently walked that statement back, saying there were only two sexes.

Jacenta Sims at the Paxton rally wasn’t having it: “If you really had to look deep, he’s probably got some lace on his panties. There’s nothing masculine about him.” Susan piped in, “He looks like a little boy. He’s not tough enough.” Back to Jacenta: “And we need masculinity back in Texas.”

Perhaps it’s not surprising that voters who are already all in on Paxton would also be all in on this line of attack. But those are not the voters Paxton needs to convince.

“I don’t care if Talarico’s gay or not. I don’t believe he is, but it wouldn’t matter to me if he is.” Jesse Sandoval said outside the Tarrant County Elections Center in Fort Worth. He’d just cast his ballot in early voting. “I just felt that they were doing that to try to deflect from the real issues.” 

Another early voter, Michael, didn’t want to give his last name, and works as a cook at a local restaurant. “I just feel like this whole toxic masculinity thing is so unnecessary,” he said. “I was raised by someone who was very, very aggressive and just a very macho man. And I feel like you have to educate yourself as to why those things are not — why saying stuff like that isn’t okay, you know?”

Walt Thompson, also at the polling place, said, “Because he’s soft-spoken, they feel that he’s gay. And you know, he’s not. He’s just not this big rugged looking guy. They can’t accept that.”

Nate, a 32-year-old construction worker who also declined to share his last name, said 2026 is a whole different moment from the last presidential election. “If this was 2024, those [messages] are effective. But I think this year it’s not gonna be effective,” he said. “People are mad about other things. When people care about gas prices, they can’t run on that.”

In other words, the culture wars hit differently when you can’t afford to feed your family or drive to work. 

It’s (still) the economy, stupid

Matt Angle is director of the Lone Star Project, a Democratic research PAC and communications firm. He says these attacks on Talarico’s masculinity are a tell from Republicans. 

“What the Republicans are worried about is people staying home,” Angle told Today, Explained. “Those people, they’re mad about the economy, they’re mad at Trump, and [Republicans] are trying to motivate them by playing to their prejudices. … They desperately need fear to be the motivator rather than anger and frustration.” 

So far, it doesn’t seem to be working. Most recent polling puts Talarico in the lead. The Cook Political Report is calling the race a toss-up. The last time Texas elected a Democratic senator was 1988, but Talarico appears to have a real shot at breaking decades of Republican dominance. 

Angle says Talarico’s laser focus on a message of affordability is breaking through to voters.  

“They’re understanding that their salaries aren’t going as far as they should. And they like that somebody’s talking to them about the cost of groceries, the cost of housing, the cost of healthcare,” he said. 

Who gets to own masculinity, anyway?

There’s another key factor in how the GOP’s masculinity attacks are landing: the messenger. Paxton, after all, isn’t exactly a paragon of traditionally masculine virtue. (Just ask Trump, who can’t stop needling his hand-picked candidate for the way he dresses, looks, and talks.)

According to Jill Tate, president of the Texas Federation of Republican Women, many of her members had grown skeptical of Paxton’s candidacy. That’s because his wife, Texas state Sen. Angela Paxton, filed for divorce last year on what she described as “biblical grounds.” The actual filing listed adultery as the reason for divorce. 

“I’ve been involved in Texas politics over 30 years,” Tate said, “and this is the first time I’ve truly been concerned we could lose a statewide [race] since the Republicans took over in the ’90s.” 

Angela Paxton recently did her ex a solid, giving a speech to the Republican women in Tate’s group called the “elephant in the room” speech. She also cut an ad boosting “the Republican ticket,” though not Paxton by name.

“She talked about the fact that while our candidates may fall down and they may do things that are disappointing and morally wrong, it is extremely important to remember that that is the human side. And that’s not what they’re going to do in office,” Tate said of the speech, which urged the audience to vote for the team — for Republicans — rather than on the moral failings of one person. 

Tate believes that the speech changed some minds and could push women in the room to vote for Ken Paxton instead of just staying home. But outside of a room of diehard Republicans, that message — vote for Ken Paxton despite Ken Paxton — may not be a compelling one, no matter how much ads try to paint his opponent as less masculine.

“Texas is a knife fight uphill every day for Democrats,” Angle, the Democratic strategist, said. But in 2026, the mix of a weak Republican candidate and anger at the economy might be enough to give Democrats a chance — and help neutralize Paxton’s efforts to turn the race into a referendum on a very specific view of masculinity.

Ryan Rusak, a veteran Texas politics writer, agrees. “I think that where Talarico can use this to his benefit is to turn it around to say, ‘Okay, well, these guys who wear the boots and eat all the brisket are the ones that got us $5 gas. They’re the ones that got us into a war in Iran. They’re the ones that have gotten it to where you can’t buy a house even in a place where we still make it fairly easy to build houses.’”

“Had we not had an environment like this,” Angle said, “I think it might have been harder for James to break through.”

They have fun names like Feel Free, Smurphs, and Hazy Tabz. They come in colorful packages and in gummy form. They’re widely available at gas stations, corner stores, and smoke shops across the country.

They’re also highly addictive, largely unregulated, and in the news after they were found near the bodies of two dead University of Mississippi students.

The drugs are called Kratom and 7-OH. The first, kratom, is derived from the leaves of a coffee-like plant in Southeast Asia. When taken in small doses, kratom causes a low-key buzz. In higher doses, the high is described as euphoric. It operates like an opioid — a chemical in kratom called mitragynine binds to opioid receptors in the brain, which leads to that euphoric high. It also can lead to addiction and overdose. 

Social media is full of videos of people trying to kick the drug, with harrowing stories of dependence and withdrawal. 

7-OH is a highly concentrated compound derived from kratom, which dials up both the high and the danger. The drug has caught the attention of US Health Secretary Robert F. Kennedy Jr., who warned in a press conference last year that 7-OH was “marketed for children.” 

“They’re gummy bears, they’re bright colors, they’re candy-flavored,” Kennedy said. “This is really a sinister, sinister industry.” In August, federal agencies announced they were taking steps to effectively ban 7-OH nationwide. 

To break down the increasing prevalence of both kratom and 7-OH, what the drugs do, and what to do about them, Today, Explained spoke with Mattha Busby, a freelance journalist who covers drugs and drug policy and who wrote about kratom earlier this year. 

As Busby explains, kratom and 7-OH are “definitely in the zeitgeist. It’s in the news and for good reason. To have these 7-OH gummies just in gas stations is a really potentially problematic thing. Without the drug education alongside it, this drug has just popped up out of nowhere.”

Busby also talked with Today, Explained co-host Sean Rameswaram about the business interests behind the drugs, why they’re a complicated topic for the Make America Healthy Again movement, and how industry lobbyists have teamed up with several Trump administration officials to try to sway the results of regulatory decisions. 

Below is an excerpt of their conversation, edited for length and clarity. There’s much more in the full podcast, so listen to Today, Explained wherever you get podcasts, including Apple Podcasts, Pandora, and Spotify.

Is there an important distinction between kratom and 7-OH? Is 7-OH found in kratom?

7-OH is found in relatively small quantities within kratom, but this businessman, Vince Saunders, who is the self-styled American shaman out of Kansas City, basically figured out how to extract the 7-OH and blow it up into entire pills.

I’ve never tried 7-OH and I’m not interested, just for the record, since I’ve been talking about how I don’t mind kratom, but these 7-OH tablets are uber, uber strong. I think the large number of people that are taking it are using it instead of opioids. And maybe it’s better, maybe it’s not. 

Is 7-OH something you can also easily find at your neighborhood gas station?

Yeah. It’s much the same as the kratom formulations, so you’re talking gummies, little shots, capsules, and the brand names for the 7-OH companies are perhaps even more kind of out there — 7-OHeaven is one. 

It’s certainly not heaven when you’re going into withdrawals.

And do we know that people are? Are people becoming addicted to 7-OH?

People are becoming addicted to kratom and 7-OH. I think the whole thing, the concern originally sprung up with the Feel Free tonics that are like a mix of kava and kratom. And people just got habituated into drinking several of them per day and realized that it’s very unpleasant if they don’t continue to do that on a daily basis.

We have a federal government that loves to police drugs of all sorts. What are they doing about 7-OH? 

It’s this MAHA dilemma, right? Because their ethos is very “natural medicines and freedom.” The idea that this Feel Free tonic, whose owner JW Ross recently gave, or a company related to him recently gave, like $500,000 to the MAHA PAC, and he’s been photographed next to RFK Jr. — he’s perhaps predictably come out on the side of the kratom industry, which is lobbying for a ban of 7-OH. 

RFK Jr. called it sinister and said that it targets children, which it appears to do in some cases with the gummies. There’s kratom gummies too and clearly gummies are an easier way, especially for older people, to ingest the medicine or substance, so we shouldn’t just blame the gummies here. 

But clearly, when you’ve just got packets of these gummies that are called like 7-OHeaven just on the shelf or indeed behind the counter at the gas station, there’s going to be concern about that. 

There are other MAGA figures like Homeland Security Secretary Markwayne Mullin, who’s got a million-dollar investment in the parent company of Feel Free. There’s definitely this nexus of figures in the government that have got some interest, potentially, or relationships with the kratom industry. And indeed the department when I was writing my Wired story reminded us and readers that everything he’s done is ethical and I’m sure it has been.

We usually think of liberal drug policies as a lefty thing. Markwayne Mullin’s about as right as they come. Are kratom and 7-OH making friends across the political spectrum because there’s a big business opportunity here?

You look at Trump’s executive order on psychedelics and then rescheduling cannabis, and it seems that the right has really seized the mantle and is looking at it from a more libertarian perspective of, “Hey, what happens in a man’s head is his own business.” 

They’re also being probably more business friendly than people on the left would be, so it’s a really interesting moment, especially with RFK Jr. as health secretary.

Trump has spoken at length about the opioid crisis in the United States and how it’s tearing our communities apart and whatnot. Here we have readily accessible opioids at our gas stations. 

Yes, they’re not killing nearly as many people as prescription drugs are. However, they’re a lot easier to get than prescription drugs. Help me understand this administration’s position in relation to what could be a real terror for some people.

They are in the process of banning 7-OH. Last month, the Department of Justice set out an emergency scheduling, so that’s open for comments at the moment. When they ban something, it doesn’t just happen overnight. 

I think by the beginning of next year, it’s quite possible that these 7-OH products won’t be in gas stations and indeed some states have already taken action.

And just to get ahead of any confusion here, 7-OH may be banned from gas stations and probably other convenience stores, but not kratom?

Exactly.

Why one and not the other? Obviously 7-OH is stronger, but you could take a lot of kratom and it might feel like taking a little 7-OH, no?

Absolutely. You just need to take a lot and it’s in powder form. So you need to consume a prodigious quantity of it or drink a bunch of these seltzers. 

I think that they’re not going to ban kratom because there’s an obvious recognition of the good it does for people that are recovering from opiate addictions and that they do have a kind of natural off-ramp, [which] is very unlikely to kill you even though you might take a huge amount. Whereas, if you’re taking like 26 different medications, including a bunch of opioids for your chronic pain, you might die. 

Who do you think wins the argument at the end of the day? We have some strong lobbying forces involved here. You’ve got a lot of people who have come to enjoy or depend on these substances that are, as we’ve established many times now, readily available all over the country. 

Do you think we see fewer or more kratom products in our gas stations and convenience stores in the years to come?

The kratom advocates are a lot more eloquent and suited and booted than the 7-OH folks. What I see is that 7-OH will be forced underground and that kratom will continue its long and illustrious ascent in American culture. 

We do really have a gas station culture in this country, and I wonder if these substances being so available in them is a particularly American thing. You live in the UK. Are gas station drugs a US thing?

It’s an American thing for sure. But you guys take a lot of drugs!