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Thirty-two years after his death, Mexico's most famous wrestler of all time continues to flex his muscles as a pop-culture phenomenon whose fame will never die.

The legendary masked luchador known as El Santo, who would be turning 99 today, is being honored with his own Google doodle.

As a child and teenager, Rodolfo Guzmán Huerta played football, baseball, practiced jujitsu and eventually got into wrestling. By the 1930s he was a well known figure in the world of lucha libre, but it was a decade later that he adopted the name and identity of El Santo.

“When I decided to mask myself I also thought of changing my style,” he told Mexican daily La Jornada in one of his last interviews, just a few days before his death in 1984. “Then I wanted to use the name of Ángel, but I finally decided on Santo. I was also inspired by an American wrestler that used the name Iron Mask.”

The beloved luchador would soon appear in a dozens of whacky, low-budget B movies where he would rescue voluptuous women from hoards of zombies, mommies and vampires. His broad, hairless chest and silver mask became symbols of Mexican machoness.

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The day El Santo removed his mask in Mexico's most watched news broadcast became a magic moment in Mexican television history (rumor has it he even ate with his mask on to protect his identity at all times).

He died of a heart attack in 1984, and was reportedly buried in his wrestling mask.

But his legend lives on in the form of toys, comic books and cartoons. To most Mexicans, he’s a hero on par with Zorro.

There's statues in his honor in both his hometown of Tulancingo, Hidalgo and Mexico City, and now a Google doodle to celebrate his enduring fame.