When Cade Cowell made the bold decision to leave Major League Soccer for Mexico’s Chivas Guadalajara last January, many saw it as a brave step in the 20-year-old’s career. A highly rated U.S. men’s national team prospect with explosive speed and raw talent, Cowell had been one of MLS’s most exciting young attackers at the San Jose Earthquakes. A move to one of Liga MX’s biggest clubs seemed like the perfect platform to elevate his game.
Six months later, the transfer has turned into a cautionary tale.
Instead of flourishing in Mexico, Cowell has struggled to adapt—both on and off the pitch. Limited playing time, tactical mismatches, and growing frustration from Chivas’ notoriously demanding fanbase have turned his dream move into a nightmare. Now, with his development stalling and criticism mounting, serious questions are being asked: Did Cowell make the wrong decision? And what comes next for the young American?
Cowell’s potential was undeniable in MLS. At San Jose, he was a dynamic winger capable of terrorizing defenders with his pace and direct style. Though still raw in his decision-making, his physical gifts made him a constant threat. Last season, he contributed five goals and six assists—numbers that, while not staggering, showcased his growing influence.
His move to Chivas, however, has been anything but smooth. The club, which fields only Mexican-born players (with rare exceptions for naturalized citizens), secured Cowell after he obtained a Mexican passport through his grandmother. But rather than being embraced as a key addition, he has found himself on the fringes.
Through the Clausura 2024 tournament, Cowell has made just four starts, often relegated to late substitute appearances. When he does play, he looks out of sync with Chivas’ system, which prioritizes intricate build-up play over the explosive transitions that suited him in MLS. The contrast in styles has left him isolated, struggling to make an impact.
Chivas supporters are among the most passionate—and ruthless—in Mexico. With the club sitting mid-table and struggling for consistency, patience with foreign signings is thin. Cowell, despite his Mexican heritage, has been singled out as an underperformer. Social media criticism has been relentless, with fans labeling him a “failed experiment” and questioning his technical ability.
The low point came last month when, after a missed chance in a crucial match, boos rang out from the Estadio Akron crowd. Former Chivas striker Jared Borgetti, now a pundit, added fuel to the fire, saying, “He doesn’t understand the level required here. This isn’t MLS.”
Cowell has remained professional in public, but sources close to the player admit the adjustment has been tougher than expected. The language barrier, heightened expectations, and a more physical, tactical league have all contributed to his struggles.
Several factors have played into Cowell’s disappointing spell. First, Chivas’ strict policy of fielding only Mexican players means the club rarely integrates foreign talent, leaving little institutional support for adaptation. Second, manager Fernando Gago’s possession-heavy system doesn’t maximize Cowell’s strengths—his best performances in MLS came in a counterattacking setup.
There’s also the question of timing. At 20, Cowell is still developing, and a move to a high-pressure environment like Chivas may have come too soon. Unlike fellow USMNT players like Ricardo Pepi or Malik Tillman, who thrived in Europe after leaving MLS, Cowell’s Liga MX transition has been rocky.
Cowell’s struggles couldn’t come at a worse time for his national team prospects. Once considered a future USMNT starter, he has fallen behind the likes of Brenden Aaronson, Kevin Paredes, and even emerging MLS talents like Diego Luna in the winger pecking order. With the 2026 World Cup on the horizon, he risks slipping off Gregg Berhalter’s radar if his club situation doesn’t improve.
Some within U.S. soccer circles believe a loan move—either back to MLS or to a European league with a better developmental structure—could reignite his career. Others argue he should tough it out, insisting that overcoming adversity in Mexico could ultimately make him a stronger player.
With the summer transfer window approaching, Cowell faces a critical decision. Does he stay and fight for his place at Chivas, or seek a fresh start elsewhere? A return to MLS, where his physicality and speed are better suited, could be an option. Alternatively, a move to a European league with a clearer pathway for young players might offer the reset he needs.
For now, Cowell remains determined to prove his doubters wrong. But as the criticism grows louder and playing time remains scarce, one thing is clear: his Mexican adventure has not gone as planned. Whether it’s a temporary setback or a career misstep depends on what happens next.
One former MLS coach, speaking anonymously, put it bluntly: “Cade has all the tools. But right now, he’s in the wrong place at the wrong time.” The coming months will determine if he can turn it around—or if this move will go down as a costly mistake.
