JD Sports publishes Global Impact Report 2026 highlighting AI ambitions

JD Sports Fashion, the omni-channel retailer for sports, fashion and outdoor brands, has published its inaugural Global Impact Report for FY26, highlighting the achievements of its JD UP programme and its AI ambitions.

The report also outlined the group's progress in team development and how it is strengthening its supply chain transparency, ethical sourcing and environmental performance.

One of the report’s highlights is the impact of JD UP, its employability and social impact programme, which has engaged more than 28,500 young people to date and involved 130 schools and 80 charity partners.

In the context of the Office for National Statistics (ONS) reporting that youth unemployment had reached a 10-year high of 16.1%, the retailer's latest two-day JD UP event in Manchester saw a record 10,000 students attending.

After hosting events across the UK and Spain, JD now plans to expand the programme globally. In the report, it notes that it has a presence in 51 countries and recognises "the potential to bring JD UP to new communities, creating pathways, raising aspirations and supporting young people wherever the need is greatest".

In the report, JD also shares that an acceleration of AI adoption has been identified as one of its five key strategic priorities in 2027, as it looks to use the technology to help its internal teams and apply it to consumer-facing channels.

It added that it aims to be at the "front of the market in executing AI-driven, one-click commerce" through its Generative Engine Optimisation (GEO) strategy, which it is planning to enable across its major platforms.

Régis Schultz, CEO of JD Sports Fashion, commented on the report: "As we continue to grow our global footprint, our responsibility to our people, communities and environment grows with it."

"The JD Global Impact Report reflects our commitment to building a more inclusive, equitable and culturally aware organisation. It highlights the progress we have made, the voices shaping our direction and the global actions underway to ensure every colleague, customer and community experiences JD at its best."

Founded in 1981, JD Sports Fashion today operates as an omni-channel retailer of sports, fashion and outdoor brands. It counts 4,811 stores across 36 countries, including brands JD, Size?, Courir, DTLR, Shoe Palace, Hibbett, Sprinter, Sport Zone, Cosmos and Go Outdoors. The Group also operates 102 JD Gyms sites in the UK and 75 franchised stores in a further 15 countries.