Financial Performance - JD Sports Fashion plc reported a 5.3% like-for-like fall in the UK, with organic sales down 4.8% for Q4 2025/26 [1] - Year-to-date basis (48 weeks) UK like-for-like sales were also negative at -4.0% [1] - Despite the soft UK performance, the company remains on track to deliver full-year profit in line with market expectations [1] E-commerce and Technology Initiatives - The group is accelerating e-commerce platform rollouts in the UK and Europe, alongside supply chain automation and AI-driven commerce initiatives [2] - CEO Régis Schultz noted that overall sales during the peak period were in line with expectations against a volatile consumer backdrop [2] Market Trends and Customer Engagement - Black Friday saw strong customer engagement across all regions, but demand softened in the first half of December, particularly in Europe and the UK [3] - The company made targeted price investments in the final weeks of the period, leading to improved sales in the run-up to Christmas Day [3] - There was a marked improvement in like-for-like sales trend in North America, where the company returned to growth and gained market share [3] Marketing and Brand Awareness - JD's brand awareness continues to grow in the US, prompting an increase in marketing initiatives in North America to accelerate growth plans in the region [4]