José David López

José David López Aceves, from Guadalajara, is a multi-sport amateur athlete and former college American football player. After stepping away from competitive sport, he discovered in recreational activity a source of joy, balance and personal growth. Today, he champions sport as a safe and inclusive space where young adults can find happiness, purpose and pathways for social change. Through his work, José promotes mental health, resilience and the role of sport as a catalyst for stronger communities.

Puro Atleta empowers young adults in Mexico to take ownership of their happiness and well-being through sport. The initiative develops community-based programmes and events that position physical activity as a positive coping tool for those facing anxiety, depression or harmful behaviours. By encouraging open conversations and breaking down cultural barriers such as “macho” attitudes, the project seeks to reduce dependence on destructive outlets like substance abuse or violence.

The long-term goal is to create healthier, more resilient communities by making sport synonymous with joy, balance and social progress. With its unique focus on happiness and inclusion, Puro Atleta embodies the Olympic spirit while tackling some of Mexico’s most pressing youth challenges.