Retail Expansion Market: JD Sports to Enter Mexico with Grupo Axo Franchise

JD Sports Fashion, the British sportswear retailer, has signed a long-term franchise partnership with Grupo Axo to enter the Mexican market from 2027. Axo will operate more than 140 JD-branded stores and the local e-commerce business, leveraging its existing sneaker store network and omnichannel expertise. JD Sports will provide the brand, retail concept, product access, and intellectual property, while both partners will use own brands and exclusive ranges to differentiate. The move extends JD's 'JD Brand First' strategy and expands its international franchise platform, which currently includes 75 stores with Courir in Europe, the Middle East, Africa, and Asia. Mexico's young population and growing activewear market (expected to grow from $6.5 billion to $10 billion by 2034) are cited as key growth drivers.