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JD Sports Fashion
(LSE:JD)
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Rating:66Neutral
Price Target:
97.00 p
▲(13.45% Upside)
Action:Reiterated
Date:09/28/26
The score is primarily supported by solid underlying financial performance (scale-up in revenue and strong cash generation) and an attractive valuation (low P/E). These positives are tempered by weak technical momentum (below key moving averages and negative MACD) and an earnings outlook that remains cautious due to promotional pressure, margin declines, and weaker North America despite unchanged guidance and ongoing cost actions.
Positive Factors
Revenue Scale and Growth
The sustained expansion of revenue demonstrates JD’s ability to grow its retail platform across multiple markets and channels. Stable gross margins alongside that scale indicate the business retains meaningful commercial value in its assortment, supporting operating leverage and future reinvestment capacity.
Negative Factors
Elevated Leverage
Debt above equity leaves JD more sensitive to earnings volatility and reduces financial flexibility during weaker trading periods. Although equity has grown, the sizeable debt burden can constrain capital allocation and make margin or cash-flow setbacks more consequential.
Read all positive and negative factors
Positive Factors
Negative Factors
Revenue Scale and Growth
The sustained expansion of revenue demonstrates JD’s ability to grow its retail platform across multiple markets and channels. Stable gross margins alongside that scale indicate the business retains meaningful commercial value in its assortment, supporting operating leverage and future reinvestment capacity.
Read all positive factors
JD Sports Fashion (JD) vs. iShares MSCI United Kingdom ETF (EWC)
Market Cap
£4.34B
Dividend Yield1.3%
Average Volume (3M)15.51M
Price to Earnings (P/E)8.1
Beta (1Y)1.27
Revenue Growth2.06%
EPS Growth14.07%
CountryUK
Employees96,084
SectorConsumer Cyclical
Sector Strength84
IndustryApparel - Retail
Share Statistics
EPS (TTM)0.11
Shares Outstanding4,716,256,300
10 Day Avg. Volume13,500,090
30 Day Avg. Volume15,514,521
Financial Highlights & Ratios
PEG Ratio-1.02
Price to Book (P/B)1.38
Price to Sales (P/S)0.33
P/FCF Ratio4.13
Enterprise Value/Market CapN/A
Enterprise Value/RevenueN/A
Enterprise Value/Gross ProfitN/A
Enterprise Value/EbitdaN/A
Forecast
1Y Price Target
£88.00Price Target Upside2.92% Upside
Rating ConsensusHold
Number of Analyst Covering7
EPS Forecast (FY)0.11
Revenue Forecast (FY)£12.55B
JD Sports Fashion Business Overview & Revenue Model
Company Description
JD Sports Fashion plc stands as a leading global retailer, specializing in athletic and outdoor apparel, footwear, and accessories. The company serves a diverse customer base of men, women, and children through its dedicated Sports Fashion and Out...
How the Company Makes Money
JD primarily makes money by retailing sports-fashion products at a margin: it buys branded footwear, apparel and accessories from third-party suppliers (and, to a lesser extent, sells own-brand products) and generates revenue from sales to consume...
JD Sports Fashion Earnings Call Summary
Earnings Call Date:Sep 23, 2026
(Q2-2027)
| % Change Since: |
Next Earnings Date:Jul 13, 2027
Earnings Call Sentiment Positive
The call had a cautiously positive tone. Management reported declines in group sales, footwear, operating profit and margins amid a difficult consumer and promotional environment, particularly in North America. However, the company emphasized resilient trading, strong online and apparel growth, substantial cash generation, improved balance-sheet strength, disciplined cost management, unchanged guidance, strategic progress in stores and e-commerce, and measurable early results from AI and loyalty initiatives.Positive Updates
Resilient Sales Despite Challenging Market
Group organic sales declined 0.7% in the first half, including a 2.1 percentage point contribution from new selling space, despite having over 100 fewer stores overall. Management described the performance as resilient against increased youth unemployment, cost-of-living pressure, an evolving footwear cycle and a highly promotional market.
Negative Updates
Decline in Group and Like-for-Like Sales
Total sales declined 0.8% on a constant-currency basis, organic sales declined 0.7%, and like-for-like sales declined 2.8%. Organic store sales declined 2.2%, reflecting lower footfall outside key events.
Read all updates
Q2-2027 Updates
Positive
Negative
Resilient Sales Despite Challenging Market
Group organic sales declined 0.7% in the first half, including a 2.1 percentage point contribution from new selling space, despite having over 100 fewer stores overall. Management described the performance as resilient against increased youth unemployment, cost-of-living pressure, an evolving footwear cycle and a highly promotional market.
Read all positive updates
Company Guidance
Full year '27 guidance is unchanged from the Q2 trading statement: profit before tax and adjusting items of between GBP 700 million to GBP 800 million, free cash flow of GBP 460 million to GBP 520 million, and net new space growth contributing 2% to 3%; CapEx guidance is now GBP 350 million to GBP 400 million, the Group expects over GBP 20 million of cost benefits across FY '27 and FY '28, expects an offsetting mark-to-market charge of over GBP 10 million in the second half, and expects the underlying price investment of around 50 basis points to remain a valid assumption through the rest of the year, with likely to be some marketing contributions; it reiterates confidence in a cumulative free cash flow target of at least GBP 1.4 billion over 3 years, is on track to complete the current GBP 200 million share buyback this financial year, and expects North America to be weaker, while its view on Europe and the U.K. is unchanged.JD Sports Fashion Financial Statement Overview
Summary
Income Statement
76
Positive
Balance Sheet
62
Positive
Cash Flow
71
Positive
| Breakdown | TTM | Jan 2026 | Jan 2025 | Jan 2024 | Jan 2023 | Jan 2022 |
|---|---|---|---|---|---|---|
Income Statement | ||||||
| Total Revenue | 12.62B | 12.66B | 11.46B | 10.54B | 10.13B | 8.56B |
| Gross Profit | 5.82B | 5.95B | 5.46B | 5.05B | 4.84B | 4.21B |
| EBITDA | 1.83B | 1.90B | 1.65B | 1.58B | 1.15B | 1.30B |
| Net Income | 562.00M | 436.00M | 490.00M | 538.80M | 142.50M | 369.70M |
Balance Sheet | ||||||
| Total Assets | 10.00B | 9.79B | 9.95B | 8.05B | 8.02B | 7.07B |
| Cash, Cash Equivalents and Short-Term Investments | 703.00M | 854.00M | 731.00M | 1.15B | 1.58B | 1.31B |
| Total Debt | 3.64B | 3.68B | 3.74B | 2.61B | 2.45B | 2.37B |
| Total Liabilities | 6.51B | 6.35B | 6.58B | 5.18B | 5.39B | 4.73B |
| Stockholders Equity | 3.03B | 2.99B | 2.92B | 2.46B | 2.12B | 1.93B |
Cash Flow | ||||||
| Free Cash Flow | 1.10B | 1.00B | 713.00M | 611.30M | 735.00M | 1.02B |
| Operating Cash Flow | 1.43B | 1.37B | 1.23B | 1.14B | 1.08B | 1.27B |
| Investing Cash Flow | -302.00M | -402.00M | -1.49B | -543.50M | -320.90M | -848.10M |
| Financing Cash Flow | -948.00M | -813.00M | -141.00M | -1.01B | -479.20M | -83.60M |
JD Sports Fashion Technical Analysis
Positive
85.50
Price Trends
83.40
Positive
85.27
Positive
80.48
Positive
Market Momentum
2.80
Negative
65.34
Neutral
63.15
Neutral
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For GB:JD, the sentiment is Positive. The current price of 85.5 is below the 20-day moving average (MA) of 86.37, above the 50-day MA of 83.40, and above the 200-day MA of 80.48, indicating a bullish trend. The MACD of 2.80 indicates Negative momentum. The RSI at 65.34 is Neutral, neither overbought nor oversold. The STOCH value of 63.15 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for GB:JD.
JD Sports Fashion Peers Comparison
UnderperformOutperform
Sector (61)
Name | Overall Rating | Market Cap | P/E Ratio | ROE | Dividend Yield | Revenue Growth | EPS Growth |
|---|---|---|---|---|---|---|---|
78 Outperform | £1.74B | 11.23 | 99.65% | 8.16% | 3.08% | -0.16% | |
70 Outperform | £3.87B | 10.55 | 15.67% | 4.55% | 8.13% | 28.46% | |
66 Neutral | £4.34B | 8.06 | 18.67% | 1.30% | 2.06% | 14.07% | |
61 Neutral | $18.38B | 12.79 | -2.54% | 3.03% | 1.52% | -15.83% | |
54 Neutral | £525.26M | -2.26 | -155.17% | ― | -15.00% | 21.71% | |
51 Neutral | £735.07M | -10.15 | -16.03% | ― | 10.14% | 57.54% | |
49 Neutral | £403.03M | -3.47 | 415.28% | ― | 120.30% | 66.52% |
* Consumer Cyclical Sector Average
GB:JD
JD Sports Fashion
92.24
-5.78
-5.90%
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Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
Disclaimer
This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.