JD Sports has announced a new franchise partnership with the multi-brand omni-channel retail distributor, Axo, marking its entry into the Mexican market.

The sports fashion retailer said the latest partnership builds on its established presence in the US and Canada, representing “another significant step in the continued execution” of its JD Brand First strategy.

Under the agreement, Axo will operate JD stores and e-commerce, using JD's brand and intellectual property.

Commencing in 2027, the Mexican firm will operate more than 140 JD premises across the country, and over time, key locations are expected to be upsized in line with the firm’s "bigger and better" format.

Mexico’s activewear market is valued at $6.5bn and is expected to grow to over $10bn by 3024, driven by key categories including running, football and lifestyle fashion. It is also one of the fastest-growing e-commerce markets in the world, according to Forbes.

CEO at JD Sports Fashion, Régis Schultz, said: "Bringing JD to this thriving market is an exciting milestone in our story. 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.

"As the top global retailer for a number of our brand partners, we see a significant opportunity to lead the category in Mexico. 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.

"This partnership is another important step in our ‘JD Brand First’ strategy and reinforces our ambition to make JD the leading global sports fashion destination across the world’s most attractive consumer markets."

Axo’s chairman and CEO, Andrés Gómez, concluded: "We are delighted to partner with JD Group, the world’s leading sports fashion retailer, to bring its iconic proposition to consumers across Mexico. JD’s deep brand relationships, differentiated product offer and immersive retail experience are highly complementary to Axo’s platform, capabilities and understanding of the Mexican consumer.

"The partnership represents a significant moment for sports fashion in Mexico and we look forward to helping JD become the leading sports fashion destination in the market."

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