Make the marinade: Combine chili powder, cumin, smoked paprika, oregano, brown sugar, cilantro, lime juice, olive oil, salt, and black pepper in a bowl. Mix well.
Marinate the chicken: Place the chicken in a shallow dish or ziploc bag, pour the marinade over it, and mix to coat. Cover and refrigerate for at least 30 minutes or up to 24 hours.
Cook: Bake, grill, air fry, or pan-fry the chicken until cooked through. Ensure internal temperature reaches 165°F (74°C).
Notes
Let the chicken marinate for at least 30 minutes for best flavor.