JD Sports Launches £100m Buyback Amid North America Sales Rebound

JD Sports announced a new £100 million share buyback program despite reporting a 3% decline in like-for-like sales for the second quarter, with organic sales rising 2.2%. The company noted mixed regional performance, with a sales dip in North America, Europe, and the UK, though Asia Pacific sales grew slightly by 0.3%. North America showed an improved sales trend in Q2 due to deferred product launches and stronger apparel and online sales, while Europe and the UK faced tough comparisons from last year's Euro 2024 tournament but maintained resilient demand for apparel and newer footwear. JD Sports maintains its full-year pre-tax profit guidance between £852 million and £915 million, with management controlling costs, cash flow, and pricing strategies effectively amid challenging market conditions and potential US tariff impacts. The company also highlighted strategic progress in omnichannel development, store expansion, and supply chain management, supporting confidence in medium-term growth and market share gains. Following the buyback announcement, JD Sports shares rose over 5%, reflecting investor confidence in the company's outlook.