JD Sports Shares Lose £545 Million as a £50 Million Guidance Cut Hits U.S. Growth

JD Sports Fashion plc lost about £545 million of equity value on Thursday morning. The estimated loss was almost 11 times the £50 million cut to the midpoint of its annual profit guidance. Shares traded at 82.12 pence, down 12.1%, at 10:09 BST.

Investor dashboard · LON:JD

JD Sports Fashion

Market data: 20 August 2026, 10:09 BST · London market open · Delayed price in GBX
Share price
82.12p
▼ 12.13% · down 11.34p
Value erased
≈£545m
Estimated from 4.81bn shares
New guide midpoint
£750m
▼ £50m from prior midpoint
North America LFL
−6.8%
More than one-third of group sales

The repricing was bigger than the cut

The market-value loss was roughly 10.9 times the £50m reduction in the guidance midpoint.

£545m £50m Equity value lost Midpoint cut

Q2 like-for-like sales

The U.S.-heavy North American business drove the group contraction.

North America
−6.8%
Europe
−2.7%
Group
−3.1%
United Kingdom
+0.8%
Asia Pacific
+1.4%

Profit guide bridge

Adjusted pre-tax profit, £m. The new midpoint is 12.0% below FY2025/26.

£852m£800m£750m FY26 actualOld midpointNew midpoint

Analyst targets: upside, but stale

Pre-warning data Last updated 12 August 2026.

Low
75p
Median
94p
Average
104p
High
180p
7 Buy/Strong Buy11 Hold0 Sell

What changes the thesis

North America stabilisesA smaller sales decline without deeper markdowns would challenge the market's harsh repricing.
Nike momentum returnsNike supplies more than 40% of group sales. Better product demand would lift JD's mix.
23 September checkpointHalf-year results should show inventory, margin and U.S. back-to-school demand.
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