JD Sports Fashion has entered a long-term franchise agreement with Grupo Axo, a Mexican multi-brand omnichannel retail distributor, to bring the JD brand to Mexico.
Under the deal, Axo will manage JD stores and e-commerce operations in Mexico using JD's brand and intellectual property.
The companies will use JD's own-brand and exclusive ranges across footwear, apparel and accessories.
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 significant moment for sports fashion in Mexico and we look forward to helping JD become the leading sports fashion destination in the market.”
From 2027, Axo will run more than 140 JD locations in Mexico via the conversion of its existing sneaker store estate.
Several of those stores are due to be expanded later in line with JD's “bigger and better” 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 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.”
According to the company, the deal is part 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 year as part of efforts to expand in the region.
JD Sports' latest annual results showed that revenue increased in the 2026 financial year, while consumer spending remained under pressure and the broader retail sector faced continued headwinds.
In the 12 months to 31 January 2026, revenue rose 10.5% to £12.66bn ($17.23bn). Profit before tax and adjusting items 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 leading global sports fashion destination across the world’s most attractive consumer markets.”
