- JD Sports Fashion
- 21 September 2026 07:44:52
Source: Sharecast
The multi-brand retail distributor will operate more than 140 JD stores and e-commerce in the country under the franchise partnership, which is due to commence in 2027. Financial terms were not disclosed.
JD said Mexico had a largely, “highly-engaged” consumer base and demographic profile which aligned strongly with its offering. Around 40% of Mexico’s 130m-strong population is under 25. Its activewear market is currently valued at $6.5bn and is forecast to reach more than $10bn by 2034, JD added.
Regis Schultz, chief executive, said: “Bringing JD to this thriving market is an exciting milestone in our story.
“As the top global retailer for a number of our brand partners, we see a significant opportunity to lead the category in Mexico. Axo is an ideal partner…with a 30-year track record of working with brands in the country.
“The partnership is another important step in our JD Brand First strategy and reinforces our ambition to make JD the leading global sports fashion destination across the world’s most attractive consumer markets.”
JD has 75 franchise stores in Europe, the Middle East, Africa and Asia, following its 2024 acquisition of France’s Groupe Courir, while North America accounted for 38% of group sales in the year to January end.
Andres Gomez, chief executive of Grupo Axo, added: “This 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.”
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