JD Sports to enter Mexico with Axo and more than 140 stores

JD Sports has announced a long-term franchise partnership with Grupo Axo to enter Mexico from 2027. Under the agreement, Axo will operate more than 140 stores and the British brand’s e-commerce business, drawing on its existing sports footwear store network rather than building a physical presence from scratch.

A partnership covering stores and e-commerce

The announcement, released on 21 September 2026 and reported by MarketScreener and Reuters, states that Grupo Axo will manage JD’s physical stores and online operations in Mexico. It will use the British company’s brand and intellectual property to do so.

The partnership also includes access to JD’s portfolio of own brands and exclusive footwear, clothing and accessories. The offering in Mexico will span multiple brands and product categories, both defining features of the chain’s retail concept.

For those assessing Mexico’s franchise market, the announcement sets out an expansion model with a designated operator: Grupo Axo will manage the Mexican network. The published information describes a partnership between the two companies, not an invitation for individual investors to acquire JD stores.

Axo is based in Mexico City and operates physical and online stores for international brands across Latin America. Its portfolio includes Calvin Klein, Tommy Hilfiger and Hollister, according to Alliance News reporting carried by MarketScreener.

More than 140 stores through conversions

The planned network comprises more than 140 JD stores in Mexico from 2027. However, that figure should be read alongside a key condition of the agreement: the rollout will draw on sports footwear stores that Axo already operates in the country.

The announcement therefore does not mean that more than 140 additional stores will be built from scratch. The strategy is to use existing infrastructure and convert stores to introduce the British brand. El Cronista also highlighted this distinction in its coverage on 22 September.

The reports consulted do not specify which stores will be rebranded or provide a city-by-city conversion timetable. Nor do they give a breakdown of the stores that will make up the initial network. The stated timing is for operations to begin from 2027.

Distinguishing between conversions and new openings is important when assessing the scale of the project: the announced figure reflects JD’s planned presence, but does not in itself represent an equivalent increase in Mexico’s total number of retail outlets.

Key locations will adopt a larger format

The plan includes further changes to some stores. Over time, strategically important locations will be enlarged and redesigned in line with JD’s flagship “Bigger and Better” format.

This is presented as a subsequent development of the network, rather than a confirmed feature of every store at launch. The available information does not specify how many stores will be enlarged, where they will be or when their refurbishments will be completed.

The retail offering will combine footwear, clothing and accessories with JD’s own brands and exclusive products. Axo will also be responsible for e-commerce, so the agreement covers both physical stores and the Mexican online sales channel.

Mexico joins JD’s North American expansion

JD Sports presented its entry into Mexico as part of its “JD Brand First” strategy, which prioritises the JD brand. The move will complement the company’s existing presence in the United States and Canada.

According to Reuters’ coverage, the company links its investment in Mexico to demand from a young population. This assessment explains JD’s stated commercial rationale, but is not a quantified sales forecast for the local operation.

The agreement also expands the company’s franchise platform. For those interested in the Mexican market, the case stands out for bringing store conversions, e-commerce management and future store expansions together under a single long-term partnership.

Practical takeaway: when assessing this announcement, distinguish JD’s planned network from entirely new store openings, and wait for a location-by-location timetable before evaluating its presence in any particular city.