JD Sports to Enter Mexico via Franchise With Over 140 Stores From 2027

JD Sports Fashion PLC announced a long-term franchise partnership with Grupo Axo on Monday to enter Mexico. Axo will operate more than 140 JD premises and e-commerce under the JD brand and intellectual property, with rollout from 2027. Key locations will be upsized to JD's larger flagship format over time. Mexico City-based Axo operates physical and digital stores for Calvin Klein, Tommy Hilfiger and Hollister. The country's activewear market is valued at around USD6.5 billion and expected to grow to over USD10 billion by 2034. JD already has 75 franchise stores across Europe, the Middle East, Africa and Asia with Groupe Courir. North America accounts for 38% of group sales through January 2026. JD cut its profit outlook after weak demand from younger, less affluent core customers in the region and appointed John Mersho as North America CEO. Deal financial terms were undisclosed. CEO Régis Schultz said "This 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." He said "We see a significant opportunity to lead the category in Mexico."