JD Sports boss fires out at Nike for failing to produce clothes and trainers customers want to buy

The boss of JD Sports has taken aim at Nike for failing to produce clothes and trainers that customers want to buy.

It comes a week after Nike tinkered with the St. George’s cross on the Three Lions shirt, using colors other than the traditional red bars.

Chief executive Regis Schultz said many shoppers were feeling “fatigue” with familiar designs, adding that “new product, new innovation, new colour” was needed.

He said: ‘Nike has been a bit slow when it comes to bringing innovation. Consumers get bored very quickly.’

Schultz, whose company sells expensive trainers such as Nike’s £130 Air Jordans, said the fuss over kits had meant England away kits were more popular than home kits.

“JD’s future fate remains inexplicably linked to Nike’s success,” said Guy Lawson-Johns, equity analyst at Hargreaves Lansdown.

‘The close relationship provides exclusive products and competitive prices that encourage gamblers to part with their money, but also create dependency.’

Nike sales are estimated to account for about 50 to 55 percent of JD’s global sales, he added.

JD sales grew by just 0.1 percent in the three months to February 3.

But Schultz was hopeful about the rest of the year, with the Euro 2024 football tournament and the Olympic Games in Paris on the horizon.

JD shares rose 15.7 per cent, or 18.2p, to 134.5p.