JD Sports to launch over 140 franchise stores in Mexico starting 2027

JD Sports, listed on the London Stock Exchange, revealed a deal with franchise operator Axo to establish more than 140 JD stores in Mexico starting in 2027. The retailer intends to eventually upscale and modernise flagship sites using its "bigger and better" format. According to chief executive Regis Schultz, the Mexican market’s rapid growth in activewear, fueled by interests such as running, football and fashion among a large under-25 demographic, makes the expansion a key milestone.

Schultz has been steering a turnaround amid geopolitical tensions, supply-chain issues and softer consumer spending that have hit North America and forced a £50 million reduction in profit guidance. The franchise model is a core element of JD’s "JD Brand First" plan to become a leading global sports-fashion destination.