Brand sentiment analysis

What does the world think of Jd Sports?

Mixed, leaning negative

Score in full report

JD Sports faces significant headwinds: the retailer scores poorly on value perception (-0.3 on YouGov BrandIndex) and carries a damaging 1.3/5 Trustpilot rating across 364k reviews, while employee reviews highlight management dysfunction and low pay. However, the brand retains strong quality perception (2.6 points above Sports Direct), a loyal app user base (4.9/5 on iOS), strategic expansion into Mexico, and exclusive sneaker collaborations that appeal to enthusiasts.

Quality perception and collector appeal

JD Sports scores significantly higher on product quality than rival Sports Direct, and maintains strong partnerships with premium brands like Nike and Adidas.

Detected concerns (locked)

Severe Trustpilot rating collapse

Employee management and workplace culture

Perceived poor value for money

Preview from Oct 18, 2026, read from news and web search results, Bluesky, Mastodon, Hacker News and App Store reviews. Brand-owned content excluded. Your report is made fresh when you order, with today's data. How it works

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What do AI assistants say when asked about Jd Sports' category? See the Jd Sports AI visibility snapshot.

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