JD Sports signs franchise deal with Grupo Axo to open over 140 stores in Mexico

JD Sports, a British sportswear retailer, has agreed to a franchise partnership with Grupo Axo to open over 140 stores in Mexico starting in 2027. The move targets Mexico's growing activewear market, driven by young consumers interested in running, football, and fashion. The announcement comes as JD Sports faces declining sales and reduced profit forecasts, particularly in North America. Chief executive Regis Schultz called the partnership a milestone in the company's global expansion strategy.