Dan Coatsworth, head of markets at AJ Bell, said: “JD Sports’ trading update is a mixed bag, with recent gains in North America and Asia-Pacific offset by weakness in UK and Europe.
“It’s not a great look as the market had been hoping JD would have regained its balance and have a spring in its step following a miserable time in recent years.
“The market reaction is surprisingly positive as the stock has avoided another sell-off.
“That’s partially down to JD reassuring on 2026 guidance, saying it is comfortable with market expectations.
“The turnaround in North America is important given JD now has a large presence in the region through acquisitions.
“A decision to boost marketing in North America over the coming year is an indication of management confidence and a determination not to get left behind.”
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