UK sports-fashion retailer JD Sports is set to enter Mexico through a long-term franchise partnership with Grupo Axo, marking its debut in the Mexican market and adding more than 140 planned locations to its international expansion pipeline.
The partnership, announced in September 2026, will see Grupo Axo operate JD Sports stores and its Mexican e-commerce business, using JD’s brand, product proposition and intellectual property. The rollout is expected to begin in 2027, with the partners planning an estate of more than 140 JD premises across Mexico.
The agreement is part of JD Sports’ “JD Brand First” strategy, which aims to strengthen the JD fascia internationally and expand the brand across major consumer markets.
Around 40 existing Axo locations are expected to be upsized over time and developed around JD’s larger flagship format, giving the retailer a physical network from which to build its Mexican presence.
Régis Schultz, CEO of JD Sports Fashion, 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.”
Grupo Axo will provide the local operating platform for the expansion. The Mexican retail group has almost three decades of experience operating international fashion, sports and lifestyle brands and has a presence across Mexico, Chile, Peru and Uruguay.
According to JD Sports, Grupo Axo operates more than 1,000 direct-to-consumer stores, 44 digital stores and more than 7,500 wholesale points, reaching approximately 30 million customers. Its portfolio includes brands such as Nike, Vuori, Tommy Hilfiger, Calvin Klein, Coach, Abercrombie & Fitch, Victoria’s Secret and The North Face.
Andrés Gómez, Chairman and CEO 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 gives JD access to a market of more than 130 million people, with a relatively young population that aligns with the retailer’s focus on sport, music and fashion. Mexico’s growing sportswear and activewear market also provides an additional opportunity for the brand as it expands its international footprint.
The Mexico deal comes as JD Sports increases its focus on franchise-led international growth. As of August 1, 2026, the group had 50 JD-branded franchise stores across Europe, the Middle East, South Africa and Asia. Its wider JD and Courir franchise network stood at 83 stores.
JD Sports was founded in 1981 in the UK and has grown into a global sports, fashion and outdoor retailer. At the end of its 2026 financial year, the group had 4,811 stores across 51 countries and reported revenue of £12.66 billion.
In its latest half-year results, JD Sports reported revenue of £5.899 billion for the 26 weeks ended August 1, 2026. The company has said it intends to significantly expand its franchise platform, with Mexico representing one of its largest planned JD franchise deployments.
The first JD Sports locations under the Grupo Axo partnership are expected to open in Mexico in 2027, with the long-term rollout targeting more than 140 premises across the country.
