Brooks Running vs JD

Brooks Running Signs Cooper Kupp, Maddy Westbeld, and Oscar Bobb to Global Athlete Ambassador Roster

Brooks Running announced the signing of Cooper Kupp, Maddy Westbeld, and Oscar Bobb to its global athlete ambassador roster, as detailed in a press release dated Sept. 8, 2026.

Q2 2026/27 Trading Statement

JD Sports Fashion plc released its Q2 2026/27 trading statement on August 20, 2026, providing an update on trading performance for the period.

JD Sports Cuts Profit Forecast After Weak Q2

JD Sports Fashion reported a slight revenue decline in the second quarter of its 2026/27 financial year and has reduced its full-year pre-tax profit guidance. The group’s organic revenue fell 1.3% overall (like-for-like -3.1%), with North America the weakest region (organic -4.5%; excluding remaining Finish Line stores the decline was 1.0%). Europe and the UK were broadly stable, while Asia-Pacific delivered double-digit organic growth. JD Sports now expects pre-tax profit before exceptional items of £700–800 million (previously £750–850m), but reaffirmed its free cash flow target of £460–520 million. Management cites subdued consumer demand, a difficult sneaker market and elevated promotional intensity, while continuing to invest in omnichannel, digital technologies, AI and efficiency measures. A second share buyback tranche of £200 million is progressing as planned.

• JD Sports reported second-quarter organic group sales down 1.3% and like-for-like sales down 3.1% for FY 2026/27.
• North America organic sales fell 4.5%; excluding remaining Finish Line stores the decline was 1.0%.
• Asia-Pacific organic sales rose 10.2% in Q2; the region had 11.3% organic growth in the first half.

JD Sports launches second £100m share buyback

JD Sports has started the second tranche of its previously announced £200 million share buyback programme, initiating purchases of up to £100 million to return capital to shareholders. The tranche is effective immediately and is expected to complete by the end of the current financial year on 31 January 2027. Purchases will be executed on the London Stock Exchange by broker Peel Hunt under an irrevocable agreement; acquired shares will be transferred to JD Sports and either cancelled or held in treasury. The buyback aims primarily to reduce share capital and enhance earnings per share. The company will report repurchases in weekly aggregated disclosures and is acting in accordance with the UK Listing Rules and the Market Abuse Regulation. The authorization from the 2026 AGM allows acquisition of up to approximately 482 million shares until the end of July 2027.

• JD Sports started the second tranche of its £200 million share buyback programme, targeting up to £100 million of purchases.
• The second tranche is effective immediately and is expected to be completed by 31 January 2027 (end of the financial year).
• JD Sports has an irrevocable agreement with broker Peel Hunt to execute the market purchases on the London Stock Exchange.