Chicharito told women they were failing; PUMA and Chivas cut him loose in a week

Javier 'Chicharito' Hernández, a Mexican striker with spells at Manchester United and Real Madrid, played for Club Deportivo Guadalajara in 2025. In July that year he posted a run of videos telling women they were 'failing' and 'eradicating masculinity', urging them to recover their 'feminine energy' by caring, cleaning and multiplying, and to let themselves be led by a man. The clips spread across Spanish-language media within hours.

The response moved on three official tracks at once. The Mexican Football Federation's gender and diversity commission fined him and opened an investigation alongside Liga MX and the women's league. Chivas, whose internal rules allow fines of up to 90% of monthly pay, published a statement rejecting 'any expression that reinforces stereotypes', left him out of its Leagues Cup squad, and within days Mexican media reported he would not continue at the club — the contract was not renewed.

PUMA, the kit maker whose crest he wore, issued its own statement without naming him: the remarks were inadmissible and did not represent the brand or its ambassadors. The apology followed, but the commercial fact was already settled — in one week, the club's most marketable name had become a liability that every partner attached to it needed to publicly leave.