Javier “Chicharito” Hernández, the Mexican soccer player for Club Deportivo Guadalajara (Chivas), has faced widespread criticism and sanctions following a series of videos posted on social media in which he made comments perceived as sexist and promoting traditional gender roles. Hernández stated that women are "failing" by "eradicating masculinity" and urged them to embrace traditional roles such as caring for and cleaning the home. These remarks sparked condemnation from multiple quarters, including Mexico City’s President Claudia Sheinbaum, who described the comments as "very machista" and said Hernández "has much to learn" about gender equality. The Secretariat for Women also rejected his statements as perpetuating sexist and misogynistic stereotypes. The Mexican Football Federation (FMF) launched an investigation and subsequently imposed a financial fine and an official warning on Hernández for promoting sexist stereotypes. Chivas distanced itself from Hernández's remarks and announced internal disciplinary measures. The sports brand Puma, associated with the player, publicly disavowed his comments, stating they do not reflect the brand's values. In response to the backlash and sanctions, Hernández issued a statement expressing regret for any confusion or offense caused, emphasizing that it was never his intention to hurt or divide, and pledged to communicate with greater clarity and sensitivity going forward. Despite the controversy, it was noted that Hernández’s recent performance on the field has been underwhelming, with only three goals in 32 matches for Chivas.