Mexican market move for JD Sports
21/09/2026
Sports apparel, footwear and equipment group JD Sports has announced a new franchise partnership that will take it into the Mexican market for the first time.
It has signed a long-term agreement with Grupo Axa.
Under the agreement, Axo will start operating JD stores and e-commerce operations in Mexico.
The partners have also said they will develop a differentiated, Mexico-specific footwear, apparel and accessories portfolio. They have referred to Mexico as “one of the world’s most dynamic and youthful consumer markets”.
JD chief executive, Régis Schultz, said Axo was an ideal partner for the project. He said the Mexican group’s market expertise, operational platform and experience with leading international brands would help the UK-based company “unlock the opportunity that exists there”.
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