JD Sports, the British sportswear giant, is bringing its brand to Mexico next year

British sportswear retailer JD Sports is poised to expand into Mexico next year after negotiating a long-term franchise with Mexican fashion retailer Grupo Axo, betting on high demand from the country’s growing young population.

Under the agreement, Axo will operate JD stores and e-commerce in Mexico, managing the JD brand and intellectual property, while both companies will leverage JD’s own brand and unique product portfolio in footwear, clothing and accessories.

Axo, described by Fashion Network as “Mexico’s leading omnichannel multi-brand retailer,” will operate more than 140 of JD’s locations through existing Axo sneaker stores.

Betting on strong demand from Mexico’s growing young population, JD also plans to expand stores in key locations over time.

“This initiative represents another significant step in the ongoing execution of the group’s ‘JD Brand First’ strategy to enter one of the world’s most dynamic and youthful consumer markets,” JD said in a statement.

Axo will also leverage JD’s portfolio of private-label and exclusive products “to offer a differentiated proposition to Mexican consumers in the footwear, apparel and accessories categories.” In the statement, JD noted that....