Sports Fashion Signs Long-term Franchise Deal With Grupo Axo For Mexico Launch

JD Sports Fashion has agreed a long-term franchise partnership with Mexico-based multi-brand omnichannel retailer Grupo Axo, S.A.P.I. de C.V., to launch the JD brand in the country. Under the deal, Axo will run JD stores and operate the brand’s e-commerce platform in Mexico, using JD’s intellectual property. The partners will also leverage JD’s own-brand and exclusive product portfolio to offer an “exclusive range” of footwear, apparel and accessories. The partnership is expected to begin in 2027, with Axo set to operate more than 140 JD premises nationwide, building on its sneaker store network and gradually expanding key locations in JD’s “bigger and better” format.