# JD Sports expansion into Mexico

> Live situation record from CLSTR: https://clstr.news/situations/jd-sports-expansion-into-mexico
> Updated: 2026-09-21T15:09:32.000Z. Sources: 11. Developments: 2.

JD Sports Fashion has announced a long-term franchise partnership with Grupo Axo to expand into the Mexican market. Beginning in 2027, the agreement will see Axo manage over 140 stores and a dedicated e-commerce platform using JD’s brand, intellectual property, and exclusive product portfolio.

The expansion strategy includes redesigning key locations into a flagship “bigger and better” format to leverage Axo’s existing retail estate. This move follows recent financial challenges for the UK-based retailer, including a decline in like-for-like sales and lowered profit guidance for 2026/27. The company aims to target Mexico’s growing activewear market as part of a broader international growth strategy.

## Timeline

### 2026-09-21: JD Sports partners with Grupo Axo to expand into Mexico

JD Sports has partnered with Grupo Axo to launch the JD brand in Mexico, with plans to operate over 140 stores and e-commerce platforms starting in 2027.

9 sources. https://clstr.news/cluster/jd-sports-partners-with-grupo-axo-to-expand-into-mexico

### 2026-09-19: JD Sports announces expansion into Mexico via Grupo Axo partnership

JD Sports is expanding into Mexico via a 140-store franchise partnership with Grupo Axo, despite recent sales declines and lowered profit guidance in its North American markets.

2 sources. https://clstr.news/cluster/jd-sports-announces-expansion-into-mexico-via-grupo-axo-partnership

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Cite as: JD Sports expansion into Mexico. CLSTR, https://clstr.news/situations/jd-sports-expansion-into-mexico