JD Sports, a prominent British sportswear retailer and major customer of Nike, expressed optimism about the future of their partnership despite facing challenges in trading and tariffs. Nike's stock has declined significantly in the past year, partly due to tough competition and recent tariffs imposed by U.S. President Donald Trump.

Almost half of JD's sales come from Nike products, and with a large portion of their sales in the U.S., they are also affected by the tariffs. Despite these hurdles, Mike Armstrong, JD's global managing director, expressed confidence in Nike and its new CEO's strategy to rejuvenate the brand by focusing on sport and introducing more high-end items.

Armstrong highlighted positive signs in the men's business in Europe and emphasized the close collaboration between JD and Nike to enhance their performance in all markets. He reassured that the partnership would soon regain its momentum.

JD recently projected minimal profit growth for the year, anticipating a volatile trading environment in key markets. CEO Regis Schultz acknowledged the seriousness of the tariffs but stated that the company was actively evaluating the situation and unable to provide specific guidance on their potential impact yet.