$JD

JPMorgan backs On, Adidas as slower Nike comeback aids rivals By Investing.com

JPMorgan resumed coverage of Adidas and On Holding with Overweight ratings, citing a slower-than-expected Nike recovery that keeps rivals’ market-share gains going. For Q2, it forecasts Adidas 14% topline and 16% EBIT growth; On 26% topline and 45% adjusted EBITDA growth. Price targets: €230 Adidas (Dec 2027) and $51 On. Puma and JD Sports set to Neutral.

Original reporting
Published Jul 2, 2026, 10:36 AM UTC
Analysis
alphai AI DeskAI-generated
Added to alphai Jul 2, 2026, 10:52 AM UTC. Informational, not investment advice.
How this was made
alphai summarizes source reporting and applies a structured AI analysis for relevance, timing, sentiment and ticker impact. Always verify material claims with the original publisher.
alphai market briefSector analysis
Primary signal
$JD
Neutral
medium confidence
Mentioned
$JD
Relevance
7/10
alphai data visualization · based on investing.com
Decision brief

The 30-second read

$JDNeutralMed
01

Why it matters

The actionable element is the change in analyst stance (resumed coverage/Overweight vs Neutral) plus quantified Q2 growth expectations and a catalyst watch for On.

02

Market read

This is a sector read-across trade setup: slow Nike recovery is used to justify Overweight on Adidas and On, while Puma and JD Sports remain capped by near-term earnings headwinds.

03

What to watch

Promotional intensity and freight/USD tailwinds are cited as offsets; if these reverse, the valuation support for the “consistent-delivery” group may weaken.

Relevance 7/10Novelty 5/10Timing: ahead of upcoming Q2 earnings/delivery and guidance expectations

Background

JPMorgan frames European sporting goods as split between steady performers (Adidas, On) and turnaround/reset names (Puma, JD Sports), with Nike’s recovery pace as the key driver.

Company-level read

Ticker impact

$JDNeutralMedium confidence
Context

JD Sports was initiated at Neutral with a 90 pence target, with JPMorgan pointing to continued exposure to a still-struggling Nike.

Expected impact

Slightly negative/defensive bias versus the Overweight group if Nike recovery remains slow.

Evidence & confidence

The article explicitly links the thesis to Nike’s ongoing struggles and promotional environment, which affects near-term earnings expectations.

Market effects

Reinforces a “consistent-delivery” vs “reset & rebuild” framework for European sporting goods, potentially rotating flows toward Adidas/On.

Could influence European retail/sporting-goods relative performance, especially in UK/Euro-listed names.

Nike recovery pace is treated as a key read-across driver for global athletic footwear/apparel demand and margins into 2027.

Counterpoint

If Nike’s recovery accelerates faster than JPMorgan assumes, the “window” for Adidas/On share gains could narrow, reducing the re-rating thesis.

Key entities

  • JPMorgan

    Resumed coverage and set Overweight/Neutral ratings with specific Q2 forecasts and multi-quarter re-rating expectations.

  • Wendy Liu

    JPMorgan analyst cited a slower Nike comeback extending the market-share window for Adidas and On.

  • Anta Sports

    Purchased a 29% stake in Puma, cited as providing takeover optionality and limiting near-term downside.

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