JD Sports Fashion (JD.L) shares dropped 3% in Wednesday midday trading as the company booked lower sales in its fiscal first half amid a tough global consumer backdrop and cost-of-living pressures.
The UK-based sports fashion and outdoor brands retailer said Wednesday that sales for the 26 weeks ended Aug. 1, 2026, stood at 5.90 billion pounds sterling, compared with 5.94 billion pounds in the year-ago period.
"Consumer cost-of-living pressures weighed on our core demographic throughout the half, footwear product cycle dynamics remained a headwind across our key markets, and the market stayed highly promotional. These conditions were most acute in North America in Q227, where a slower quarter for high-heat footwear product compounded the underlying consumer environment," according to Chief Executive Officer Régis Schultz. "Overall, Group organic sales were -0.7% in HY27, a resilient outcome in the context of the challenging conditions facing our industry."
Profit before tax and adjusting items fell over the period to 282 million pounds from 351 million pounds. Profit attributable to equity holders of the parent, on the other hand, climbed to 167 million pounds from 41 million pounds.
In terms of shareholder returns, the board declared an interim dividend of 0.004 pound per share for the period, higher than the year-ago 0.0033 pound per share. The second 100 million-pound tranche of JD Sports' share buyback program commenced earlier in August and is expected to complete by the end of fiscal 2027.
Looking ahead, the company continues to expect profit before tax and adjusting items to come in between 700 million pounds and 800 million pounds for fiscal 2027.
"We continue to believe that the markets in which we operate are positioned for average annual medium-term growth of 2-3%. In the near term, however, a number of the headwinds seen in HY27 may persist into H2: a weaker spending environment for our core customer demographic, ongoing product cycle evolution in footwear at some of our major brand partners, and a promotional market backdrop," the group noted.



