El Rey de los coloaderos is the story of Juan de la Torre, a poor immigrant from Mexico who comes to the United States to make a better life for himself. In the process, he discovers racism, discrimination and must deal with his own demons in the form of drug abuse. In the end, he learns to survive and better himself and falls in love with the Mexican Rodeos. It becomes his salvation and through determination and hard work he becomes the internationally recognized King of the Rodeo.