“With your help we can finish what we began. We can build the Alabama we’ve always deserved,” Jones told a packed crowd at a Birmingham campaign rally featuring musician Jason Isbell.

He said the state has urgent economic, health care and educational issues that are not being addressed by those in public office.

The campaign kickoff came on the eighth anniversary of Jones’ stunning 2017 win over Republican Roy Moore, and Jones said Alabama proved back then that it can defy “simplified labels of red and blue.”

“You stood up and you said something simple but powerful. We can do better,” Jones said. “You said with your votes that our values, Alabama values, are more important than any political party, any personality, any prepackaged ideology.”

His entry into the race sets up a possible rematch with Republican Sen. Tommy Tuberville, who defeated Jones by 20 points in 2020 and is also now running for governor. Both will have party primaries in May before the November election.

Before running for office, Jones, a lawyer and former U.S. attorney, was best known for prosecuting two Ku Klux Klansmen responsible for Birmingham’s infamous 1963 church bombing.

In an interview with The Associated Press, Jones said families are having a hard time with things like health care, energy bills and simply making ends meet.

“People are struggling,” he said. “They are hurting.”

Jones used part of his speech to describe his agenda if elected governor. He said it is time for Alabama to join most states in establishing a state lottery and expanding Medicaid. Expanding Medicaid, he said, will protect rural hospitals from closure and provide health care coverage to working families and others who need it.

He criticized Tuberville’s opposition to extending Affordable Care Act subsidies. Jones said many Alabama families depend on those subsides to buy health insurance “to keep their families healthy.”

Alabama has not elected a Democratic governor since Don Siegelman in 1998. In 2020, Tuberville held Jones to about 40% of the vote, which has been the ceiling for Alabama Democrats in recent statewide races.

Retired political science professor Jess Brown said Jones lost in 2020 despite being a well-funded incumbent, and that’s a sign that he faces an uphill battle in 2026.

“Based on what I know today, at this juncture of the campaign, I would say that Doug Jones, who’s a very talented and bright man, is politically the walking dead,” Brown said.

Jones acknowledged being the underdog and said his decision to run stemmed in part from a desire for Tuberville not to coast into office unchallenged.

Jones pointed to recent Democratic victories in Georgia, Mississippi and other locations as cause for optimism.

Tuberville, who previously headed up the football program at Auburn University, had “no record except as a football coach” when he first ran, Jones said. And “now there are five years of being a United States senator. There are five years of embarrassing the state.”

Jones continued to question Tuberville’s residency, saying he “doesn’t even live in Alabama, and if he does, then prove me wrong.” Tuberville has a beach house in Walton County, Florida, but has repeatedly said Auburn is his home.

Tuberville’s campaign did not immediately respond to a request for comment but has previously noted that he defeated Jones handily in 2020. Tuberville spent part of Friday with Defense Secretary Pete Hegseth in Huntsville to mark the official relocation of U.S. Space Command from Colorado to Alabama.

Jones’ 2017 victory renewed the hopes, at least temporarily, of Democratic voters in the Deep South state. Those gathered to hear him Friday cheered his return to the political stage.

“I’m just glad that there’s somebody sensible getting in the race,” Angela Hornbuckle said. “He proved that he could do it as a senator.”