JD Sports will enter Mexico from 2027 through a long-term franchise partnership with Grupo Axo, with the Mexican retailer set to operate more than 140 JD stores and its ecommerce business.

Under the agreement, Grupo Axo will use its existing sneaker store estate to launch the JD brand across Mexico, with selected locations expected to be expanded and refurbished over time to adopt JD’s larger flagship format. The partnership marks JD’s first entry into the Mexican market.

JD said Grupo Axo will operate the stores and ecommerce business using its brand and intellectual property, while the companies will draw on JD’s own-brand and exclusive product ranges across footwear, apparel and accessories.

The company said Mexico’s population of more than 130 million, around 40 per cent of whom are under 25, provides a consumer base that aligns with its focus on sports, music and fashion. JD cited IMARC data showing Mexico’s activewear market is worth around $6.5 billion and is forecast to exceed $10 billion by 2034.

Régis Schultz, chief executive of JD Sports Fashion, said the move was an “exciting milestone” and that the retailer saw “a significant opportunity to lead the category in Mexico”. He said Grupo Axo’s 30-year track record of working with international brands made it a suitable partner for the expansion.

Grupo Axo chairman and chief executive Andrés Gómez said JD’s brand relationships, product range and retail proposition were “highly complementary” to its existing platform and understanding of Mexican consumers. Grupo Axo operates across Mexico, Chile, Peru and Uruguay, with more than 1,000 direct-to-consumer stores, 44 digital stores and more than 7,500 wholesale concessions.

The expansion comes after JD cut its profit outlook in August following weaker demand from its younger and less affluent customer base in North America. The US and Canada accounted for 38 per cent of JD Group sales in the year to 31 January 2026.

The deal expands JD’s franchise platform, with JD and Courir currently operating 75 franchise stores across Europe, the Middle East, Africa and Asia. The group said the model allows it to expand into new markets through partnerships with local operators.

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