JD Sports Inks Deal With Grupo Axo to Open 140 Stores in Mexico

One week after JD Sports named a new president and chief executive officer of the JD banner in North America, the U.K.-based retailer has announced a new expansion deal in the region.

On Monday, JD Sports inked a new long-term franchise partnership with Grupo Axo, S.A.P.I de C.V., a multi-brand omnichannel retail distributor in Mexico, to launch the JD brand in the country.

Under the terms of the agreement, Axo will operate JD stores and e-commerce in Mexico, using JD’s brand and intellectual property. Axo and JD will also leverage JD’s own-brand and exclusive product portfolio, to “deliver a differentiated proposition” for Mexican consumers across footwear, apparel and accessories, the company noted. Financial terms of the deal were not disclosed.

But, starting in 2027, Axo will operate more than 140 JD stores in Mexico, leveraging its existing retail estate of sneaker stores. Over time, key locations are expected to be upsized and reimagined in line with JD’s flagship “bigger and better” format, the company said.

Régis Schultz, chief executive officer of JD Sports Fashion plc, said in a statement that bringing JD to the “thriving market” of Mexico is “an exciting milestone” for the company.

“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,” Schultz noted. “We see a significant opportunity to lead the category in Mexico. 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.”

“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,” Andrés Gómez, chairman and chief executive officer of Grupo Axo, added. “The partnership represents a significant moment for sports fashion in Mexico and we look forward to helping JD become the leading sports fashion destination in the market.”

JD’s entry into Mexico builds on its established presence in the U.S. and Canada and represents another significant step in the continued execution of the company’s “JD Brand First” strategy.

The agreement also builds on the company’s growing franchise platform. JD and Courir currently have 75 franchise stores across Europe, the Middle East, Africa and Asia, supporting the company’s ambition to expand into attractive new markets through partnerships under a proven model with best-in-class local operators.

Just last week, the company named John Mersho as president and chief executive officer of the JD banner in North America. At the same time, Mike Grimes was appointed chief marketing officer for JD Group.

JD Sports said in a statement that the appointments reflect the company’s “continued focus” on capturing the significant growth opportunity in North America, while also enhancing its position as a “market leader and its unique customer proposition.”

In the company’s most recent second quarter of fiscal 2027 earnings release in August, JD Sports noted that organic sales declined 1.3 percent to 3.09 billion pounds, with like-for-like sales down 3.1 percent in the period.

JD Sports’ largest market, North America, saw organic sales decline 4.5 percent to 1.07 billion pounds in the second quarter. North America accounts for 38 percent of the company’s overall sales, with a portfolio of retail banners that includes JD, Hibbett, Shoe Palace, DTLR, Finish Line (within Macy’s), as well as standalone Finish Line stores that are in the process of being converted to JD.