New political projects in Ukraine: why popularity is no longer enough

Despite the ongoing war and the absence of an official election campaign, various political groups are already working on forming new projects, renewing their teams, and searching for leaders capable of uniting society during the country's recovery.

In the coming years, Ukrainians will likely see the emergence of new political forces, some of which will be led by current members of parliament, representatives of the pro-European camp, and politicians with a long-standing public presence. However, another scenario is increasingly being discussed: the entry into politics of well-known public figures, athletes, volunteers, and opinion leaders who gained a high level of public trust during the war.

One such potential participant in the political process could be world-famous Ukrainian boxer Oleksandr Usyk. In recent years, he has become not only a sporting icon of Ukraine but also one of the most recognizable Ukrainians in the world. His participation in international events, including in Washington, demonstrates political ambitions or, at a minimum, a desire to influence public debate.

However, international recognition alone does not guarantee a successful political future.

The main problem facing most prominent figures entering politics is the lack of a clear and consistent political narrative. For American audiences, it's important to understand the specific message a potential leader represents: whether they advocate a conservative agenda, liberal reforms, national unity, economic development, or international integration. When such messages are multiple or contradictory, trust begins to decline.

The second important issue is audience-platform alignment. In the United States, political communication is built around a clear understanding of the values ​​of a specific audience. If a politician participates in events aimed at conservative audiences, but their public image or rhetoric doesn't align with the expectations of that audience, reputational risks arise. Other Ukrainian politicians, including members of the current government, have repeatedly faced this problem.

The third factor is the team. For successful positioning on the international stage, personal popularity is not enough. It is essential to demonstrate the presence of a professional team capable of addressing issues of foreign policy, security, defense, the economy, and post-war reconstruction. In American political culture, a politician's expert network is of great importance. Advisors and industry experts often provide additional confirmation that a leader is prepared for public administration.

Working with the media deserves special attention. Despite Oleksandr Usyk's high level of recognition, systematic engagement with the American media is virtually nonexistent. Meanwhile, it is the media that shapes the long-term perception of foreign political figures in Washington. A single speech at a conference or participation in a few public events is not enough. A strategy is needed that includes interviews, opinion pieces, expert discussions, and collaboration with think tanks and specialized journalists.

At the same time, the main asset of prominent Ukrainians cannot be denied: a high level of trust. In wartime, society traditionally trusts those who have demonstrated their worth in real action more than professional politicians. This is why athletes, volunteers, military personnel, and community leaders potentially wield significant electoral resources.

But the history of global politics shows that popularity opens the door to politics, but strategy, a team, an ideology, and professional communication help to maintain it. This is especially true when it comes to international support and working with Ukraine's key partners.

In the coming years, Ukraine will likely see the emergence of a number of new political projects. The key question will not be who has the greatest visibility today, but who can offer the public a compelling vision for the country's future and prove their ability to implement it.

It's important to note that information about Oleksandr Usyk's possible creation of a party remains a subject of discussion and speculation, not a confirmed political project. Therefore, it's better to use the phrases "may," "under discussion," or "considered as a potential leader" for publication, rather than asserting it as fact.