Chicharito, One of Mexico’s Most Influential Fútbol Players, Says Women Are ‘Failing’ by Rejecting Traditional Roles

Javier “Chicharito” Hernández, one of the most recognizable names in Mexican fútbol, has come under public scrutiny after sharing a series of “motivational” videos on social media that many users have criticized for promoting harmful gender stereotypes. In recent weeks, the current Chivas de Guadalajara forward has posted content more commonly associated with life coaching than professional athletics, but his latest video has attracted particular attention for its language and ideology.

In the clip, Chicharito claims that women are “failing” and that they “need to learn to receive and honor masculinity.” He adds that masculinity is being erased because women are “making society hypersensitive.” Though his tone suggests he is offering guidance, the content has raised concern for its similarity to conservative movements gaining traction online. These include the “redpill community”, which argues that women form relationships based on status or appearance, and the tradwife trend, which encourages women to embrace domestic roles and submit to male authority. In other words, he is subscribing to machismo, which is not surprising considering the Latino community is very machista.

@elmundo.es

El polémico (y machista) mensaje de ‘Chicharito’ a las mujeres El futbolista mexicano está recibiendo múltiples críticas por este vídeo que ha publicado en su cuenta de Instagram. En él, Javier ‘Chicharito’ Hernández señala que “las mujeres están fracasando, están erradicando la masculinidad”, y las pide que se centren en “el cuidado y la limpieza”. Además, afirma que no deben de tener miedo “a ser lideradas por los hombres”. “Responsabilizarlas de su energía también es amor”, sentencia. #Machismo #chicharito #futbolista

♬ sonido original – Somos un periódico

Public Concern Over the Language Used

In the same video, Chicharito tells women, “Do not be afraid to be women, to allow yourselves to be led by a man who only wants to see you happy. Holding you responsible for your energy is also a way of loving you.” He later encourages them to “embody their feminine energy by caring, nurturing, receiving, multiplying, cleaning, and sustaining the home, which is the most treasured place for men.”

Previous posts by the futbolista had already generated controversy for reinforcing strict gender expectations. In an earlier video, he remarks, “So you want a man who provides, but for you cleaning is patriarchal oppression… interesting.” That message, like his others, sparked strong reactions from viewers who argued that such narratives limit women’s autonomy and reduce their role in society to outdated models of submission.

While these messages may be presented under the banner of empowerment, many viewers have noted their close alignment with communities that thrive on reinforcing rigid roles and ideals rooted in gender-based power structures.

A Shift From the Field to Online Influence

Although Chicharito remains active in professional fútbol, his off-field presence is increasingly defined by his digital persona. Critics argue that his public influence, once centered on his athletic achievements, is now being redirected into areas where the stakes involve social narratives and power dynamics.

Aside from that, Chicharito’s latest videos have reignited broader conversations in Mexico about the role of athletes as public figures and their responsibility when engaging in discourse that intersects with gender, identity, and social equity.