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JD Sports (Q2 Update): weak sales, profit guidance downgraded

Soft demand in JD Sports' core markets weighed on second-quarter sales and led management to lower full-year profit expectations.
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Second-quarter sales declined 1.3% on an organic basis to £3.1bn, as double-digit growth in Asia Pacific was more than offset by declines in the UK, Europe and North America. This was largely driven by their core customer demographic struggling with cost-of-living pressures.

Alongside the soft sales performance, elevated promotional activity is expected to continue over the second half, weighing on margins. As a result, full-year adjusted pre-tax profit guidance has been downgraded from £750-850mn to £700-800mn (£780mn expected), while free cash flow guidance maintained at £460-520mn.

£100mn of the ongoing £200mn share buyback programme has been completed.

The shares were down 10.5% in early trading.

Our view

HL view to follow.

JD Sports key facts

All ratios are sourced from LSEG Datastream, based on previous day’s closing values. Please remember yields are variable and not a reliable indicator of future income. Keep in mind key figures shouldn’t be looked at on their own – it’s important to understand the big picture.

This article is original Hargreaves Lansdown content, published by Hargreaves Lansdown. It was correct as at the date of publication, and our views may have changed since then. Unless otherwise stated estimates, including prospective yields, are a consensus of analyst forecasts provided by LSEG. These estimates are not a reliable indicator of future performance. Yields are variable and not guaranteed. Investments rise and fall in value so investors could make a loss.

This article is not advice or a recommendation to buy, sell or hold any investment. No view is given on the present or future value or price of any investment, and investors should form their own view on any proposed investment.

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Written by
Aarin Chiekrie
Aarin Chiekrie
Equity Analyst

Aarin is a member of the Equity Research team and a CFA Charterholder. Alongside our other analysts, he provides regular research and analysis on individual companies and wider sectors. Having a keen interest in global economics, he knows how macro-events can impact individual companies.

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Article history
Published: 20th August 2026