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JD Sports Fashion PLC has launched a new £200 million share buyback for its new financial year, beginning immediately. The first swathe worth up to £100 million is expected to be completed no later than its 31 July half-year stage, followed by the second tranche in the second half.

In its greatest global market, the U.S., customers of British retailer JD Sports, will be able to shop using AI agents to search for and purchase products.

JD Sports Fashion PLC shares fell 6% to 81.6p as Deutsche Bank warned that the retailer faces a tougher 2026 than previously expected. Analyst Alison Lygo cut her target price from 95p to 85p and warned of continued pressure on earnings.

JD Sports Fashion PLC (LSE:JD., OTC:JDSPY) kept its full-year profit guidance unchanged as it reported mixed sales during the peak Christmas period, where it was forced into price investments in what it called a volatile consumer backdrop.

JD Sports Fashion is betting that the next place Americans buy sneakers will not be a website or an app, but a conversation with an artificial intelligence assistant.