Uncertain times: JD Sports has turned to stars like Maya Jama
JD Sports will reveal how badly it has been hit by Nike’s weak sales this week.
The self-styled ‘King of Trainers’ is feared to have been affected by the US giant’s downturn.
Investec analysts warned first-half results on Wednesday could show ‘Nike’s weak innovation and promotional activity’ has hurt JD Sports, which has turned to stars like Maya Jama.
The numbers are expected to reflect ‘a subdued and volatile environment’.
And they will come one day after Nike itself updates the market.
Nike has been criticised for a lack of new products that appeal to Gen Z.
JD Sports chief executive Regis Schultz said many shoppers felt ‘fatigue’ towards familiar designs.
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