JD Sports Fashion partners with Axo for Mexican market entry

UK-based sports fashion group JD Sports Fashion (JD) has announced a long-term franchise agreement with Mexican omni-channel retail distributor Grupo Axo to launch the JD retail brand in Mexico.

Under the agreement, Axo will manage JD retail locations and e-commerce platforms in Mexico, using JD intellectual property and brand assets. The partnership combines the brand portfolio of JD with the local distribution capabilities of Axo across apparel, footwear and accessories.

Régis Schultz, chief executive officer of JD, 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."

“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,” Schultz added.

Retail footprint expansion plans

Beginning in 2027, Axo will operate over 140 JD locations in Mexico by converting its existing retail network of sneaker stores. Key sites are expected to be expanded and redesigned over time to reflect the flagship store format of the retailer. The expansion builds on the presence of JD across the US and Canada.

For the 52-week period ending January 31, 2026, North America accounted for 38 percent of total group sales.The Mexican activewear market is currently valued at approximately 6.5 billion dollars and is projected to exceed 10 billion dollars by 2034, supported by key categories such as football, running and lifestyle fashion.

The transaction expands the international franchise network of the group, which currently comprises 75 franchise stores across Europe, the Middle East, Africa and Asia operated alongside Courir.

Andrés Gómez, chairman and chief executive officer of 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.”