JD Sports is struggling in London; its half-year results confirm the difficult period

(Il Sole 24 Ore Radiocor) – JD Sports faced a tough trading session in London after reporting a 19.7 per cent fall in profits in the first six months of 2026. Over the past year, the share price has fallen by 10%, during a difficult period for the sector, with the Nike brand accounting for over 40 per cent of total sales. The trainers and clothing retailer announced that profit before tax and excluding adjusted items fell to £282 million (US$376.3 million) in the six months ending 1 August, a fall of 19.7 per cent compared with £351 million in the same period the previous year.

However, the result still exceeds analysts’ estimates, which stood at £279 million, according to a forecast survey provided by the company. The performance of the business in North America was the main factor. Sales fell by 0.7 per cent on an organic basis, as previously announced, a trend the company described as resilient given the current climate, including the pressures on the cost of living for consumers.

For the full financial year, the group has confirmed its forecast of adjusted pre-tax profit of between £700 million and £800 million, which was revised downwards last month due to underlying sales trends and promotions within the sector. “Although the operating environment remains challenging, I am encouraged by the progress we are making and confident in our strategic execution,” said CEO Regis Schultz. “JD Sports Fashion’s results confirm a difficult period for the group,” wrote analysts at Shore Capital in a note.