JD Sports cuts profit guidance on weak US sales and discounting
JD Sports Fashion lowered its FY27 profit forecast to £700-800 million from £750-850 million after weak Q2 trading, citing softer US consumer demand, slower high-heat footwear sales, and intense discounting. North American like-for-like sales fell 6.8%, while UK sales rose 0.8% and Asia Pacific grew 10.2%. Shares dropped over 10%, making it the FTSE 100’s biggest faller. CEO Régis Schultz described trading as “tough” amid cost-of-living pressures.
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JD Sports Shares Tumble on Weak Consumer Sentiment and Shoe Sales Slowdown
Shares of JD Sports Fashion dropped over 14% on August 20, 2026, after the UK-based retailer reported weak second-quarter results and trimmed its annual outlook. Organic sales fell 1.3% to £3.09 billion in Q2 fiscal 2027, with like-for-like sales down 3.1%. North America, its largest market, saw organic sales decline 4.5% to £1.07 billion, driven by weak consumer sentiment, deferred back-to-school demand, and a slowdown in high-heat footwear sales. Europe and the UK also posted slight declines, while Asia Pacific grew 10.2%. CEO Régis Schultz noted a highly promotional market and cost-of-living pressures. The company lowered its profit guidance for fiscal 2027 to between £700 million and £800 million, down from £750-850 million, but maintained its free cash flow target of £460-520 million.
JD Sports Shares Tumble After Profit Guidance Cut
JD Sports Fashion shares fell sharply on Thursday after the sport and fashion retailer cut its full-year profit guidance for fiscal 2027. The company cited pricing pressure and a weak performance in the United States as reasons for the downgrade, with second-quarter sales declining. Shares dropped 12% to 82.40 pence during European morning trading, making JD Sports the biggest faller on the FTSE 100 index. The stock is now down 2.3% year-to-date. The profit warning reflects ongoing challenges in the retail sector, particularly in the U.S. market, and has raised concerns among investors about the company's near-term outlook.
JD Sports Cuts Profit Forecast as CEO Régis Shultz's Turnaround Slows
JD Sports has slashed its profit target for the current fiscal year, lowering its pre-tax profit forecast to between £700 million and £800 million, down from the previous range of £750 million to £850 million. The downgrade comes as the turnaround strategy led by chief executive Régis Shultz loses momentum. While the sports and fashion retailer reported improved sales performance in the UK, a significant slowdown in the US market and aggressive discounting by competitors are dragging on profits. The profit warning adds to investor concerns as Shultz struggles to restore confidence following a period of sluggish share price performance and a lack of tangible results from his turnaround plan. The company announced the revised outlook on Thursday.
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JD Sports shares crater after profit warning amid US slowdown and intense discounting
JD Sports, the FTSE 100 sports and fashion retailer known as the 'King of Trainers', slashed its pre-tax profit target to between £700m and £800m, down from an upper limit of £850m, sending its share price down more than 10% to 83p. The profit warning comes as CEO Régis Schultz's growth plan loses momentum, with US sales plunging 6.8% due to weak consumer sentiment and cost-of-living pressures, while intense discounting by rivals further drags on profits. UK sales improved slightly by 0.8% thanks to demand for replica football kits and outdoor gear. The company also faced a boardroom tussle that led to chair Andy Higginson quitting in April, replaced by former Ikea CEO Peter Agnefjall. JD Sports shares have lost about 30% of their value since Schultz took charge in 2022.
JD Sports Fashion cuts FY27 profit guidance after weak Q2 trading
JD Sports Fashion PLC has lowered its FY27 profit guidance after weaker-than-expected second-quarter trading, citing softer consumer demand and footwear pressures in North America. The retailer now expects profit before tax and adjusting items of £700 million to £800 million, down from the previous range of £750 million to £850 million. Free cash flow guidance remains unchanged at £460 million to £520 million. Group organic sales fell 1.3% in the 13 weeks to 1 August, compared with a 0.1% decline in Q1, while like-for-like sales dropped 3.1%. North America, which accounted for 35% of Q2 sales, saw organic sales fall 4.5% and like-for-like sales decline 6.8%, driven by weaker consumer sentiment, slower demand for high-heat footwear, and deferred back-to-school spending. The UK showed resilience with like-for-like sales up 0.8%, supported by apparel, accessories, and football replica kit sales. Europe posted a 0.4% organic sales decline, while Asia Pacific remained the strongest region with organic sales up 10.2%. CEO Régis Schultz described trading as 'tough' amid promotional activity and cost-of-living pressures. JD maintained a net cash position and has started the second £100 million tranche of its £200 million share buyback.