JD Sports partners with Grupo Axo to expand into Mexico

UK-based retailer JD Sports has announced a long-term franchise partnership with Grupo Axo to launch the JD brand in Mexico. Under the agreement, Axo will manage JD stores and e-commerce operations using JD’s brand, intellectual property, and exclusive product portfolio.

Starting in 2027, Axo is expected to operate more than 140 JD premises in Mexico. The expansion will leverage Axo’s existing retail estate of sneaker stores, with plans to upsize and redesign key locations into JD’s flagship “bigger and better” format.

This move marks JD Sports’ entry into the Mexican market as part of a broader strategy to expand its international presence through local operators. The company noted that North America accounted for 38% of JD Group sales in the 52 weeks leading to January 31, 2026. Financial terms of the deal were not disclosed.