Key facts
- JD Sports will launch in Mexico through a franchise partnership with Grupo Axo.
- Grupo Axo will operate over 140 JD stores and e-commerce operations in Mexico.
- The partnership aims to capitalize on Mexico's activewear market, valued at $6.5 billion and projected to reach over $10 billion by 2034.
JD Sports is set to enter the Mexican market through a long-term franchise partnership with Grupo Axo, a leading multi-brand omni-channel retail distributor in Mexico. The agreement, announced on September 21, 2026, will see JD launch its brand with over 140 stores and e-commerce operations across the country, beginning in 2027. This expansion is part of JD's strategy to build on its North American presence, aiming to leverage Grupo Axo's retail expertise to cater to Mexico's young consumer base. Mexico's activewear market is valued at approximately $6.5 billion and is projected to grow to over $10 billion by 2034. JD Sports CEO Régis Schultz highlighted the alignment between Mexico's consumer demand and JD's offering, emphasizing Grupo Axo's 30-year track record in the market.