JD Sports Fashion plc (LON:JD), the leading global retailer of sports, fashion and outdoor brands, has announced a long-term franchise partnership with Grupo Axo, S.A.P.I de C.V., Mexico’s leading multi-brand omni-channel retail distributor, to launch the JD brand in Mexico.
JD’s entry into Mexico builds on its established presence in the US and Canada* and represents another significant step in the continued execution of the Group’s ‘JD Brand First’ strategy. JD will work closely with Axo to bring its distinctive multi-brand, multi-category product proposition to one of the world’s most dynamic and youthful consumer markets.
Under the agreement, Axo will operate JD stores and e-commerce in Mexico, using JD’s brand and intellectual property. Axo and JD will also leverage JD’s own-brand and exclusive product portfolio, to deliver a differentiated proposition for Mexican consumers across footwear, apparel and accessories.
Commencing in 2027, Axo will operate more than 140 JD premises in Mexico, leveraging its existing retail estate of sneaker stores. Over time, key locations are expected to be upsized and reimagined in line with JD’s flagship “bigger and better” format, creating some of the most compelling sports fashion destinations in and bringing an entirely new sports fashion destination to Mexican consumers.
With a population of over 130 million, around 40% of whom are under the age of 25, Mexico is a market with a large, highly engaged consumer base and a demographic profile which aligns strongly with JD’s unique position as a curator of footwear and apparel trends across sport, music and fashion.
The market offers significant runway for growth. Mexico’s activewear market, valued at c.$6.5 billion, is expected to grow to over $10 billion by 2034 [IMARC], driven by key categories including running, football and lifestyle fashion. Mexico is also currently one of the fastest-growing e-commerce markets in the world [Forbes].
The agreement builds on the Group’s growing franchise platform. JD and Courir currently have 75 franchise stores across Europe, the Middle East, Africa and Asia, supporting the Group’s ambition to expand into attractive new markets through partnerships under a proven model with best-in-class local operators.
Régis Schultz, Chief Executive Officer of JD Sports Fashion plc, said: “Bringing JD to this thriving market is an exciting milestone in our story. JD’s product offering aligns closely with consumer demand in Mexico and we believe our position at the intersection of sport, music and fashion will deepen the connection we have with that consumer.
“As the top global retailer for a number of our brand partners, we see a significant opportunity to lead the category in Mexico. Axo is the ideal partner for JD in Mexico, with a 30-year track record of working with brands in the country. Its deep market expertise, strong operational platform and proven experience with leading international brands make it uniquely placed to help deliver the JD proposition in Mexico and unlock the opportunity that exists there.
“This partnership is another important step in our ‘JD Brand First’ strategy and reinforces our ambition to make JD the leading global sports fashion destination across the world’s most attractive consumer markets.”
Andrés Gómez, Chairman and Chief Executive Officer of Grupo Axo, said: “We are delighted to partner with JD Group, the world’s leading sports fashion retailer, to bring its iconic proposition to consumers across Mexico. 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 significant moment for sports fashion in Mexico and we look forward to helping JD become the leading sports fashion destination in the market.”
* For the 52-week period to 31 January 2026, North America comprised 38% of JD Group sales
