Arizona Senate race between Lake, Gallego could come down to rebranding battle

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Arizona Senate race between Lake, Gallego could come down to rebranding battle
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Experts say rush to middle was partly sparked by Kyrsten Sinema's retirement.

Arizona's Senate race is pitting a hard-line conservative and a progressive against each other, shaping the race up as one of the biggest rebranding battles of the 2024 election cycle, political insiders told ABC News.

And while she still talks of a stolen election in 2020 and 2022, it is less of a centerpiece of her stump speech, even as she claims "nothing's changed in me." But now, both candidates are rushing to fill the void with mainstream voters who often emerge as decision-makers in Arizona elections.more than 1.4 million registered Republicans and about 1.2 million registered Democrats -- but it also has nearly 1.4 million voters registered as "other," according to the Arizona Secretary of State's Office.

Former President Donald Trump looks on as Arizona Republican nominee for governor Kari Lake speaks during a campaign rally in Mesa, AZ, Oct. 09, 2022."She was vehemently an election denier and made tons and tons of media headlines with her bombastic approach in the last election cycle. None of that stopped. She tries to pivot then falls back into her same traps," said one Arizona Democratic strategist working on down-ballot races there who spoke anonymously about the race.

But more than that, the race could represent the rare instance in which being less known is better -- offering Gallego a chance at a reintroduction, whereas Lake could have to undergo a reinvention, some Republicans conceded.

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