Javier “Chicharito” Hernandez may have expected applause for his latest round of motivational videos. Instead, Mexico’s all-time top goal scorer is facing an avalanche of criticism, formal disciplinary action, and a reputational crisis that has extended well beyond football.
In a series of social media clips posted in mid-July, the 37-year-old striker offered unsolicited “advice” to women, urging them to “honor masculinity,” accept men’s leadership, and embrace domestic roles. Among the statements that drew particular outrage: “Women, you are failing. You are eradicating masculinity,” and, “You want a man to provide, but for you, cleaning is patriarchal oppression.”
The backlash was immediate. Fans, media outlets, and women’s rights groups denounced the remarks as sexist, retrograde, and harmful. What might once have been brushed off as locker-room talk now exploded into a full-blown controversy. President Claudia Sheinbaum called the comments “very sexist” and publicly rebuked Hernandez during a televised press conference. “Chicharito is a great footballer,” she said, “but he still has a lot to learn when it comes to women.”
The reaction from inside football and beyond
Within days, the Mexican Football Federation launched an investigation, citing violations of its code of ethics. Chivas Guadalajara, Hernandez’s current club, distanced itself from the remarks and fined the striker internally. Puma, a major sponsor, issued a statement disavowing the content and reaffirming its commitment to gender equity.
Most pointedly, several players from Chivas Femenil—including Blanca Félix, Daniela Delgado, and Joselyn de la Rosa—reposted a feminist video addressing the damaging legacy of such views. The video dismantled Hernandez’s rhetoric point by point, with lines like: “We don’t want men who only provide money, but men who provide equality, care, and emotional presence.”
Marion Reimers, one of Mexico‘s most respected sports broadcasters, delivered a stinging response of her own. “Thanks for enlightening us, Chicharito. I’m off to go sweep now,” she said in a viral video laced with sarcasm and fury.
The Gender and Diversity Commission of the FMF ultimately issued a formal sanction. Hernandez was fined and warned that any repeat offense would result in more severe punishment.
The striker eventually apologized. “I deeply regret any confusion or discomfort my recent words may have caused; it was never my intention to limit, hurt, or divide,” he wrote. He did not take down the original videos.
While some fans defended Hernandez as merely sharing an opinion, the broader response was one of dismay. In a footballing culture long shaped by machismo, the Chicharito controversy may prove a tipping point. The women’s game in Mexico still suffers from huge wage gaps, inferior facilities, and a persistent lack of visibility. For many players, coaches, and fans, the striker’s comments were not just offensive but a reminder of the work still to be done.
Whether Hernandez learns from the backlash remains to be seen. But the country around him, it seems, is already moving forward.
