JD Sports cuts FY27 profit forecast after weak Q2 sales, citing softer demand in North America.

JD Sports Fashion has lowered its profit guidance for fiscal year 2027 due to weaker-than-expected trading in the second quarter. The company now expects profit before tax and adjusting items between £700 million and £800 million, down from the previous range of £750 million to £850 million. This revision follows a 1.3% decline in group organic sales and a 3.1% drop in like-for-like sales, with North America experiencing significant softness due to weaker consumer sentiment and delayed back-to-school spending. Despite these challenges, the UK and Asia Pacific regions showed more resilience, with Asia Pacific posting double-digit organic sales growth. The company maintains its free cash flow guidance and continues a £200 million share buyback program, signaling confidence in its financial position despite ongoing market pressures.