The British sporting goods dealer JD Sports announced that its turnover improved in North America and Europe in the second quarter of 2025. In Great Britain, on the other hand, sales decreased. This is due to difficult comparisons with the previous year’s quarter when the company benefited from the 2024 European Football Championship.
In his explanation in the second quarter for the thirteen weeks until August 2, JD Sports announced that the group’s overall organic turnover rose by 2.2 percent to £ 3.1 million (around 3.8 million euros). However, it fell by three percent on a comparable basis.
Quarter shaped by difficult market conditions in Great Britain
The quarter was characterized by difficult market conditions in Great Britain. The total turnover was £ 806,000 (around 981,000 euros). Sales on a comparable basis fell by 6.1 percent and organic sales by 4.5 percent. This was mainly due to the success of the retailer in sports summer, including the European Football Championship 2024 and the Olympic Games. The women’s football championship apparently did not have the same effect.
In Europe, total sales reached one million British pounds (around 1.2 billion euros). Organic sales increased by 5.4 percent, while sales decreased by 1.1 percent on a comparable basis. The total turnover in North America was £ 1.1 million (around 1.4 billion euros), an increase of 4.8 percent in organic sales and a minus of 2.3 percent in sales on a comparable basis.
Regis Schultz, Chief Executive Officer (CEO) from JD Sports, said: “We are making strong progress in developing our Omnichannel customer: Interior offers, our business presence and our supply chain. We effectively control our costs and our liquidity. I am proud of all of our teams worldwide for their energy and focus under difficult trade conditions.
In the second quarter we recorded improved performance in North America. This was followed by the shift of several product launches from the first quarter as well as stronger sales trends for clothing and online sales. Difficult comparative values from the European Football Championship of the previous year had difficult comparative values in both Europe and Great Britain. Nevertheless, we saw a good underlying performance in clothing and new shoe models. “
JD Sports continues to expand market shares in North America and Europe
JD Sports spoke of a “solid performance” in North America, its largest regional market, which made 36 percent of sales in the second quarter. Led by the brands JD and DTLR, the region benefited from new openings in Las Vegas and Vancouver in the first quarter. The company also reported a “good performance” for newer shoe models after the product launch plan was postponed from the first quarter. There was also a “strong performance” for clothing, although it is a lower proportion of the region’s category in the region.
In Great Britain and Europe, which represent 26 percent or 36 percent of sales in the second quarter, the regions were powered by the sales of clothing, performance shoes and price-oriented shoe models, especially for women and children. JD Sports added that it reported “strong results” from his new business in the Trafford Center in Manchester, which was opened in June as the largest business of the retailer in June.
JD Sports found that “strong progress” in the strategic goals in terms of omnichannel customer: interior offers, business presence, supply chain and the North America business. The company kept the commercial discipline, in particular through controlled price investments in the online area.
Regarding the general trade conditions in the second quarter, JD Sports stated that in view of the continuing pressure on “the consumers: internal finances, the risk of unemployment and the shift in the shoe product cycle” remained “careful”. At the same time, the company expects to be in line with the “current market expectations”.
With regard to the tariffs, the sporting goods dealer added that he did not consider any direct effects of the US tariffs on JD to be essential, but would continue to be indirect effects on its suppliers: inside and partners: inside.
“In our regions and across all brands, we generally see a resistant consumer: inside, which is very selective in his purchases. Therefore, we remain careful with regard to the trade environment in the second half of the year. For our profit before taxes and special effects in the 2026 financial year, we expect to be in line with the current market expectations-before all indirect effects of the US tariffs, which we continue to observe,” added Schultz. “We are well positioned to further expand our market share in the most important growth regions of North America and Europe. We are confident about the medium-term growth prospects for our industry. Against this background, we confirm our commitment to higher shareholders and today announce a new share buyback program worth 100 million British pounds (around £ 122 million) after the first 100 million pound program has been successfully completed last month. “
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