JD Sports lowered its full-year profit guidance for fiscal 2027 after reporting a 1.3 percent decline in second-quarter organic sales, with like-for-like sales down 3.1 percent.

The company now expects profit before tax and adjusting items to fall between £700 million and £800 million, down from its previous forecast of £750 million to £850 million. Free cash flow guidance remains unchanged at £460 million to £520 million.

North America, representing 35 percent of second-quarter sales, experienced a 4.5 percent drop in organic sales and a 6.8 percent decline in like-for-like sales, attributed to weaker consumer confidence, reduced demand for popular footwear, and delayed back-to-school spending. The UK showed resilience with a 0.2 percent organic sales decline but a 0.8 percent rise in like-for-like sales, supported by strong apparel, accessories, and football replica kit performance. Europe recorded a 0.4 percent organic sales decline and a 2.7 percent like-for-like drop, while Asia Pacific grew 10.2 percent organically and 1.4 percent in like-for-like terms.

CEO Régis Schultz described trading conditions as challenging, citing ongoing promotional pressure, cost-of-living concerns, and difficulties in the footwear product cycle. Despite these challenges, JD Sports confirmed that inventory levels remain well managed and that first-half gross margins aligned with expectations. The company maintains a net cash position before lease liabilities and has begun the second £100 million tranche of its £200 million share buyback program.

Shares in JD Sports fell nearly 11 percent following the announcement, with the stock trading against a previous close of 93.46p. The company is scheduled to release its half-year results on September 23, 2026.

Original Sources/Tags: independent.co.uk, proactiveinvestors.com, kalkinemedia.com, wwd.com, hl.co.uk, uk.finance.yahoo.com, sharecast.com, finimize.com, (shell)

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