JD Sports to Open 140 Stores in Mexico

JD Sports Fashion entered a franchise agreement with Grupo Axo to launch its brand in Mexico, with plans to open more than 140 shops beginning in 2027. The retailer intends to target Mexico's activewear market, specifically focusing on football, running, and a youth population under 25.

Under the terms of the deal, Grupo Axo will operate the premises, with some locations eventually undergoing refurbishment to a bigger and better format. Chief Executive Regis Schultz is leading this expansion as part of a JD Brand First strategy to drive growth in attractive global markets.

The move occurs as the company manages a turnaround following profit expectation cuts of approximately £50 million. These losses were driven by declining sales, supply chain disruptions, and cautious consumer spending in North America.