JD Sports, which supplies the latest and greatest branded street-style and sports fashion goods, has announced that it has signed a franchise agreement with Dubai-headquartered well-being company, GMG. This partnership will enable JD to deliver on the roll out of its ‘JD Brand First’ strategy and is a pivotal move in the continued expansion into underpenetrated markets.

Under the terms of the 10-year agreement, GMG will open around 50 stores under the JD fascia by 2028, with a focus on locations in United Arab Emirates, the Kingdom of Saudi Arabia, Kuwait and Egypt. This is a meaningful contributor to JD’s plans to open between 200 and 300 new stores each year over the next five years.

GMG has a wealth of experience in sports and fashion retailing through its diversified portfolio of more than 500 GMG Sports stores across seven concepts, including its global flagship brand, Sun and Sand Sports. With an unparalleled understanding of the consumer in the Middle East, GMG is perfectly positioned to introduce the JD brand to the region, which is home to some of the world’s most innovative shopping malls.