During JD Sports’ Q2 2025 earnings call, CEO Regis Schultz expressed confidence in Nike’s trajectory, stating that “Nike will be fine” despite challenges with new product innovations. Schultz emphasised that Nike is on the right path, although market adaptation takes time.
This statement follows JD Sports’ recent expansion of its partnership with Nike by introducing the Nike Connected Membership program to US customers, marking JD as Nike’s first global partner for the loyalty rewards program after its successful launch in the UK in 2022.
JD Sports reported strong financial performance in its second-quarter trading update. The company saw a 2.4 per cent increase in like-for-like sales and an 8.3 per cent growth in organic sales. Regional growth was led by North America, where sales grew by 5.7 per cent, with organic growth reaching 13.7 per cent. Europe and the UK also showed positive results, with growth rates of 3.0 per cent and significant quarter-on-quarter improvements, respectively.
The company’s success is attributed to its multi-brand operating model and recent strategic moves, including the acquisition of American retailer Hibbett for US $ 1.11 billion. This acquisition, along with the opening of 85 new JD stores in the first half, has bolstered JD Sports’ presence in the US and contributed to its 11 per cent organic growth in the JD segment. The company now operates 4,506 stores globally, an increase of 1,189 since the start of the year.
Schultz highlighted the company’s clear strategy of investing in the US to develop JD as a global brand, emphasising the importance of the community market in the region.
