JD Sports falls after warning over discounting and consumer caution

The company said demand had been suppressed in the US, where it has over 1,200 stores, ahead of the election in early November

JD had in October reassured investors on growth, citing its multi-brand strategy following worries over sales of Nike products, which account for 45% of JD sales.

Sportswear retailer JD Sports Fashion warned that annual profit would be at the lower end of its guided range after a tough October of discounting, mild weather,
and consumer caution, sending its shares down 9%.

FTSE 100-listed JD, which sells Nike, Adidas and other sports brands in Britain, Europe and the United States, said on Thursday that volatile trading last month meant underlying sales fell by 0.3% in the three months ending in November.