JD Sports Fashion has entered a long-term franchise agreement with Mexican multi-brand omnichannel retail distributor Grupo Axo to bring the JD brand to Mexico. Under the deal, Axo will manage JD stores and e-commerce operations in Mexico using JD's brand and intellectual property, and the companies will use JD's own-brand and exclusive ranges across footwear, apparel and accessories. From 2027, Axo will run more than 140 JD locations in Mexico through the conversion of its existing sneaker store estate, with several of those stores due to be expanded later in line with JD's "bigger and better" format. The arrangement increases JD's existing franchise business, which already covers 75 JD and Courir stores across Europe, the Middle East, Africa and Asia, and forms part of the group's "JD Brand First" strategy. JD Sports' latest annual results showed revenue rose 10.5% to £12.66bn ($17.23bn) in the 12 months to 31 January 2026, while profit before tax and adjusting items fell 7.7% to £852m.
JD Sports Fashion PLCJD Sports signs a long-term franchise deal with Grupo Axo to bring the JD brand to Mexico, expanding its store and e-commerce footprint.
Grupo Axo gains the franchise rights to run over 140 JD-branded stores and e-commerce in Mexico from 2027.
