JD Sports enters Mexico through Grupo Axo franchise deal

JD Sports Fashion plc has entered the Mexican market through a franchise agreement with Grupo Axo, S.A.P.I de C.V. The deal will see the JD brand launched in Mexico, with Grupo Axo operating over 140 JD stores and e-commerce platforms, commencing in 2027 by converting its existing sneaker stores. This long-term partnership will leverage JD's own-brand and exclusive product line, including footwear, apparel, and accessories.

Grupo Axo, Mexico's leading multi-brand omni-channel retail distributor, boasts a 30-year presence in the country. With a population of over 130 million, Mexico's activewear market is valued at around $6.5 billion, estimated to reach over $10 billion by 2034 according to IMARC data. JD's franchise platform, currently comprising 75 stores across Europe, the Middle East, Africa, and Asia, will expand with this Mexico entry, marking the company's first presence in the country.

CEO Régis Schultz emphasized that this partnership aligns with JD's "JD Brand First" strategy, while Grupo Axo Chairman and CEO Andrés Gómez described it as a significant moment for sports fashion in Mexico.