JD Sports Fashion has entered a long-term franchise settlement with Grupo Axo, a Mexican multi-brand omnichannel retail distributor, to carry the JD model to Mexico.
Under the deal, Axo will handle JD shops and e-commerce operations in Mexico utilizing JD’s model and mental property.
The corporations will use JD’s own-brand and unique ranges across footwear, attire and equipment.
Grupo Axo chairman and CEO Andrés Gómez said: “JD’s deep brand relationships, differentiated product offer and immersive retail experience are highly complementary to Axo’s platform, capabilities and understanding of the Mexican consumer.
“The partnership represents a vital second for sports activities fashion in Mexico and we look ahead to serving to JD become the main sports activities fashion vacation spot in the market.”
From 2027, Axo will run more than 140 JD areas in Mexico via the conversion of its current sneaker store property.
Several of those shops are due to be expanded later in line with JD’s “greater and higher” format.
The company said: “With a population of over 130 million, around 40% of whom are under the age of 25, Mexico is a market with a massive, extremely engaged shopper base and a demographic profile which aligns strongly with JD’s distinctive place as a curator of footwear and attire trends across sport, music and fashion.”
According to the company, the deal is half of the group’s “JD Brand First” strategy.
The arrangement with Axo increases JD’s existing franchise business, which already covers 75 JD and Courir stores across Europe, the Middle East, Africa and Asia.
In North America, JD Sports Fashion also opened its first Canadian store in June last 12 months as half of efforts to develop in the area.
JD Sports’ newest annual outcomes confirmed that income elevated in the 2026 financial 12 months, while shopper spending remained under stress and the broader retail sector confronted continued headwinds.
In the 12 months to 31 January 2026, income rose 10.5% to £12.66bn ($17.23bn). Profit before tax and adjusting gadgets fell 7.7% to £852m.
Founded in 1981, JD Group now operates 4,766 stores in 35 countries under fascias, including Courir, DTLR, Go Outdoors, Hibbett, and Sport Zone.
JD Sports Fashion CEO Régis Schultz said: “This partnership is another important step in our ‘JD Brand First’ strategy and reinforces our ambition to make JD the main international sports activities fashion vacation spot across the world’s most engaging shopper markets.”
“JD Sports indicators franchise deal with Axo to enter Mexican market” was initially created and revealed by Retail Insight Network, a GlobalData owned model.