JD Sports, a British retailer known for its affordable sportswear and fashion, has announced plans to open over 140 stores in Mexico through a franchise agreement with Grupo Axo, a regional company that helps international brands expand across Latin America. The move aims to tap into Mexico's growing activewear market, which is fueled by increasing interest in running, football, and stylish athletic clothing. With a significant portion of Mexico's population under the age of 25, the market is seen as a promising opportunity for JD Sports to expand its presence in the region. Under the agreement with Grupo Axo, JD Sports will begin operating more than 140 stores in Mexico starting in 2027. Some of these stores will be larger and more modern, following Axo’s "bigger and better" format, which focuses on creating more attractive and spacious retail environments. JD Sports’ chief executive, Regis Schultz, described the expansion into Mexico as an exciting milestone, highlighting that the brand’s product range—combining sport, music, and fashion—resonates well with local consumers. Despite the optimism, JD Sports has faced several challenges in recent years, including geopolitical tensions, supply chain issues, and more cautious consumer spending, particularly in its North American markets. These factors have led to a reduction in profit expectations for the current financial year by about £50 million, due to declining sales in the most recent quarter. However, the company remains focused on global expansion through franchise partnerships to offset these difficulties. Schultz emphasized that the partnership with Grupo Axo is a key part of JD Sports’ "JD Brand First" strategy, which aims to position the brand as the leading global destination for sports fashion in major consumer markets. By entering Mexico, JD Sports hopes to strengthen its presence in one of the most dynamic and growing retail environments in Latin America, reinforcing its long-term vision of becoming a global leader in the sports and fashion industry.