By Larry Claasen
TFG (The Foschini Group) has opened the doors to southern Africa’s first JD Sports store at Canal Walk Mall, Cape Town, marking a significant milestone in the region’s retail sector.
This partnership between TFG and the UK-based JD Sports Fashion introduces a globally recognised sports and lifestyle retailer to South African shoppers.
JD Sports has over 3 300 stores in 34 countries, and was founded in Bury, Greater Manchester, as “John David Sports.”
Transforming South Africa’s sports fashion landscape
The collaboration between TFG and JD Sports is intended to reshape South Africa’s sports fashion market, with an ambitious goal of generating up to R2,5-billion in turnover by 2029. TFG expects to generate R250-million from its JD Sports stores for the 2025 financial year.
According to TFG’s 2023/24 annual report, the partnership is “transformational” and aligns with the group’s vision to strengthen its leadership in the athletic and leisurewear categories.
“Our unique retail ecosystem and strong relationships with top global brands like Nike, Adidas, Puma, and The North Face position us to deliver an elevated consumer experience,” TFG noted.
JD Sports also brings its mix of global brands alongside private labels like Pink Soda and Supply & Demand, providing a diverse and exclusive product range.
The addition of the JD Sports partnership, extends TFG’s presence in the sports/active wear market, as the retailer also operates the Rockwear, Sneaker Factory, Sportscene, and Totalsports chains.
The decision to expand JD Sports into South Africa aligns well with the country’s demographics, where a young, urban population drives demand for activewear and athleisure. With nearly 60% of the population under the age of 35, there is a growing appetite for lifestyle-driven sportswear.
By offering globally recognised brands alongside exclusive private labels, JD Sports is well-positioned to meet the style and performance needs of a diverse, fashion-conscious consumer base seeking both global trends and local relevance.
Expanding the JD Sports footprint in South Africa
TFG plans to open three to four JD Sports stores during the 2025 financial year, with a target of launching 10 to 15 new stores annually in the coming years.
The next store is scheduled to open at Eastgate Mall in Johannesburg.
“Our goal is to position TFG as the go-to destination for premium sportswear,” said TFG CEO Anthony Thunström.
“This partnership reinforces our leadership in the South African market, providing customers with a superior shopping experience and access to the best products available.”
Chris Rowan, JD Sports international franchise director, emphasised the importance of the partnership in JD’s global expansion strategy.
“Working with TFG allows us to bring JD’s distinctive multi-brand, omnichannel retail proposition to South Africa.”
“We are excited to offer South African customers a unique and exclusive shopping experience,” Rowan said.
The future of sports retail in South Africa
TFG’s partnership with JD Sports is expected to significantly enhance the sports retail landscape, with plans to open 50 to 60 stores over the next five years.
The expansion aims to meet growing consumer demand for premium athletic and casual wear, while reinforcing both companies’ presence in the region.
