JD Sports to enter Mexico in 2027
JD Sports Fashion plc ("JD" or the "Group") is expanding into Mexico via a franchise partnership.
The U.K.-based global sports footwear and fashion company, which operates over 2,500 stores in North America across five retail brands that include Finish Line, JD Sports, Shoe Palace and Hibbet, has entered into a long-term partnership with with Grupo Axo to launch the JD brand in Mexico. (Axo is a multi-brand omnichannel retail distributor in Mexico.) The news comes shortly the company promoted John Mersho to president and CEO, JD North America.
Under the agreement, Axo will operate JD stores and e-commerce in Mexico, using JD’s brand and intellectual property. Axo and JD will also leverage JD’s own-brand and exclusive product portfolio to deliver “a differentiated proposition for Mexican consumers across footwear, apparel and accessories,” the company said.
Starting in 2027, Axo will operate more than 140 JD stores in Mexico, leveraging its existing network of sneaker stores. Over time, key locations are expected to be upsized and reimagined in line with JD’s flagship “bigger and better” format, the company said.
Mexico's population exceeds 130 million, with around 40% under the age of 25. The market's activewear sector is valued at approximately $6.5 billion and is projected to grow to over $10 billion by 2034, according to IMARC.
JD said its entry into Mexico builds on its established presence in the US and Canada and represents another step in the continued execution of company’s “JD Brand First” strategy.
“Bringing JD to this thriving market is an exciting milestone in our story,” said Régis Schultz, CEO of JD Sports Fashion. “JD’s product offering aligns closely with consumer demand in Mexico and we believe our position at the intersection of sport, music and fashion will deepen the connection we have with that consumer. Axo is the ideal partner for JD in Mexico, with a 30-year track record of working with brands in the country. Its deep market expertise, strong operational platform and proven experience with leading international brands make it uniquely placed to help deliver the JD proposition in Mexico and unlock the opportunity that exists there.”
JD Group operates 4,766 stores across 35 countries.
