Los Angeles icon Danny Trejo is throwing punches at ageism.
The 82-year-old actor and entrepreneur took over L.A. boxing studio Box Union last week with Aspercreme to knock out the idea that getting older means slowing down. (Fun fact: his very first "accidental" film role was as a boxer in 1985's Runaway Train.) The pain-relief brand tapped the Machete star and Trejo's Tacos founder for its KO Boomer campaign – a play on the old "OK Boomer" quip – to challenge perceptions of aging, reminding the 50+ community to stay active and younger generations to consider retiring the eye-rolling phrase once and for all.
" I was reading some of these definitions of a Boomer online, and it made me mad. Getting older means sitting down and being irrelevant? I don't think so. I'm 82," " Trejo tells UncoverLA. "I still ride motorcycles, run my restaurants, and lift weights — I don't slow down for anybody."
Perseverance, power, and performance are all qualities that the Echo Park-born icon has embodied throughout his career. Long before starring in Spy Kids, Trejo was in and out of prison in the 1960s on armed robbery and drug charges, and became sober while in solitary confinement. More than 50 years later, he's still showing up, staying active, and apparently throwing punches while running businesses that support local communities. (No wonder the lidocaine cream brand felt Trejo was a fitting partner for their cause.)
Aspercreme is now turning "OK Boomer" into a call to action. The movement invites people to sign a petition calling for a new definition of "Boomer" and enter the KO Boomer Sweepstakes for a chance to win a $4,000 active-vacation gift card and a pair of Trejo-signed boxing gloves.
Now, Trejo knows a thing or two about staying in the ring, but even the toughest guys need a little recovery between rounds. We sat down with Trejo to talk about what keeps him moving, why he joined forces with Aspercreme and the L.A. he's watched evolve around him.
What made you want to be the face of the KO Boomer campaign?
Danny Trejo: I was reading some of these definitions of a Boomer online, and it made me mad. Getting older means sitting down and being irrelevant? I don't think so. I'm 82. I still ride motorcycles, run my restaurants, and lift weights — I don't slow down for anybody. So when Aspercreme came to me with the idea to turn OK Boomer into KO! Boomer, I said, "Count me in." We're taking that stereotype off the internet and proving this generation is still in the game.
What makes Aspercreme the right partner for you to team with for this campaign?
DT: When you live hard, you're gonna get sore — I don't care how old you are. I'm still doing action movies at 82, so believe me, I feel it. But a tough guy can't be walking around smelling like a medicine cabinet. That's why I use Aspercreme — it really works to target my pain, and there's no weird smell.
KO Boomer is all about proving age is just a number. At 82, what's something you're still doing that people might not expect?
DT: I still train. I still ride motorcycles. I do some stunts, not too many! The last stunt I did was go through a window, and production didn't really want me to do it.
You've spent decades on screen, on the scene, opening multiple businesses. What keeps you moving and motivated to stay active?
DT: The love of life, you know? Enjoying myself, enjoying the people around me. I think, you know, when it comes time, it'll be time. But other than that, it's about keeping busy, serving people and helping people. That's one of the things that I love doing. I think that's one of the reasons why God is keeping me around, to help a lot of people.
You've spent so much of your career giving back. What's been the most meaningful moment for you?
DT: We work with a lot of the prisons and juvenile halls, and I get invited to stop by and speak to them. It just seems like you don't retire. When you're at the airport, somebody stops you and says, "Hey, I heard you talk, and you helped me get clean. Thank you."
You've watched L.A. change dramatically over the decades. What part of the old L.A. do you miss the most?
DT: Being able to walk anywhere. I used to run around Temple Street and all through Downtown at 10 o'clock at night, just running around. Now, there are so many streets filled with the homeless community, and we've got to do something to help. We have a lot of people dealing with mental illness and addiction. Until we make that change and help, L.A. can't be safe or the same. You remember there used to be a saying, "Go west, young man, go west." That means everyone is coming here for the weather and the opportunities, but they forget to take care of their mental health.
If you could show someone your L.A. — not the tourist version, but the L.A. that made you — where would you take them?
DT: I'm taking them Downtown. We used to hang out there and just walk around. It was like the lights were still on and all of the theaters stayed open 24 hours. It changed completely. At the time, we were 10 to 12 years old, running around and watching movies. The second spot would be L.A. Zoo, I love it there!
Last one, and let's have a little bit of fun! Where are you grabbing your perfect L.A. meal?
DT: Besides my own, I used to love The Pantry! God, I miss it!
It's safe to say Trejo's Tacos is on the list?
DT: That's number one!
What message do you have for young people who have adopted the dismissive OK Boomer expression?
DT: I'd tell 'em: "Careful who you're talking to!" But seriously, my message to the younger generation is to show some respect for the experience. Age isn't an insult — it's a badge of honor. It means you've lived through things, learned from them, and you're still standing, and that's a gift. So instead of throwing around a dumb meme, come sign the petition at KOBoomer.com to redefine Boomer!
