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JD Sports Launches £100m Buyback as Sales Slip, Guidance Reaffirmed

North America improved after delayed launches, reflecting stronger apparel with better online traction.

Adidas sneakers are seen on display at the newly renovated JD Sports store at Westfield Stratford City in London, Britain, July 30. REUTERS/Mina Kim/ File Photo
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Overview

  • Like-for-like sales fell about 3% in the 13 weeks to 2 August, with the UK down 6.1% and North America down 2.3% for the quarter.
  • Full-year pre-tax profit guidance was maintained around £885 million, before any indirect effects from new US tariffs.
  • Management highlighted a strong apparel performance and a much improved online business supported by a broader range and targeted marketing.
  • The company said direct exposure to US tariffs is not material, though it is monitoring potential indirect impacts with brand partners and suppliers.
  • Shares rose roughly 4% after the update, as JD also announced a fresh £100 million repurchase following a similar buyback completed last month.