# JD Sports says cost-of-living squeeze hitting sales despite football kit boost

By Aarin Chiekrie — 2026-08-20

Aarin Chiekrie, equity analyst at Hargreaves Lansdown, said: “The football World Cup was a tale of two halves for JD. Despite the tournament being hosted across much of North America, it wasn’t enough to convince these fans to lace up in new gear from JD’s stores.

“Football fever was running hotter in the UK and Europe, though, with strong replica kit sales helping to drive an improved sales performance in the regions.”

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