# JD Sports CEO still struggles to warm up a cold trainer market

The chief executive of JD Sports is finding it difficult to generate sales growth in a sluggish athletic footwear market. Despite efforts to boost demand, consumer interest in trainers remains weak, hurting the company's performance. This matters because JD Sports is a major global retailer, and its struggles signal broader challenges in the sportswear sector.

**Importance:** 2/5

## Sources

### Business
- [The Guardian Biz](https://www.theguardian.com/business/nils-pratley-on-finance/2026/aug/20/jd-sports-boss-is-still-struggling-to-turn-up-the-heat-amid-tepid-trainer-market) — Thu, 20 Aug 2026 17:14:31 GMT