Key facts
- JD Sports Fashion plc will launch in Mexico through a franchise partnership with Grupo Axo.
- Grupo Axo will operate more than 140 JD stores and e-commerce in Mexico.
- The partnership is set to commence in 2027.
- 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 stated that Mexico's consumer demand aligns with JD's offering.
JD Sports Fashion plc is set to enter the Mexican market through a long-term franchise partnership with Grupo Axo, a prominent 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 into Mexico is part of JD's 'JD Brand First' strategy, building on its existing presence in the US and Canada. The company aims to leverage Grupo Axo's extensive retail estate and market expertise to cater to Mexico's young and engaged consumer base. Mexico's activewear market, currently valued at approximately $6.5 billion, is anticipated to grow to over $10 billion by 2034, driven by categories like running, football, and lifestyle fashion. The country also boasts one of the fastest-growing e-commerce sectors globally.
Régis Schultz, CEO of JD Sports, highlighted Mexico's alignment with JD's product offering and its position at the intersection of sport, music, and fashion. He emphasized Grupo Axo's 30-year track record and deep market understanding as crucial for delivering the JD proposition. Andrés Gómez, Chairman and CEO of Grupo Axo, expressed enthusiasm for the partnership, noting the complementary nature of JD's brand relationships and retail experience with Axo's capabilities.