I first purchased JD Sports activities Trend (LSE: JD) shares in January final 12 months believing I used to be choosing up a top-tier progress inventory on a budget. 

I noticed its share price dip as a shopping for alternative. When it fell once more, I averaged down. The third time I purchased the inventory, I satisfied myself it couldn’t go any decrease. But right here I’m, sitting on a 28% loss. 

So what went improper? And extra importantly, is there nonetheless a case for holding – and even shopping for extra?

Can this FTSE 100 loser be a winner once more?

JD Sports activities has taken a beating and traders like me have felt the ache. The retailer has now posted two disappointing Christmas buying and selling updates in a row, sending the share price tumbling. 

Price-of-living pressures have hit shopper spending, significantly on discretionary gadgets like trainers and sportswear. Pricing energy seems weaker than earlier than, amid heavy discounting. 

This once-mighty FTSE 100 progress inventory, which was a darling of the index, is now down 33% over the previous 12 months and a staggering 57% over two . It’s been a brutal collapse. And I jumped in whereas the bricks have been nonetheless falling.

JD Sports activities shares look filth low cost with a trailing price-to-earnings ratio of simply 6.5. That’s lower than half the common FTSE P/E of round 15. It’s additionally far under historic ranges. However low cost shares don’t at all times imply a discount.

Profitability is beneath stress and progress has slowed. Its growth technique seems promising, because it makes an enormous push into the US after shopping for retailer Hibbett for $1.1bn. However worldwide buying and selling comes with new dangers today, notably the specter of commerce tariffs. Margins are additionally being squeezed as JD reductions to spice up gross sales.

So whereas the inventory could seem undervalued, restoration’s removed from assured.

Can this progress inventory develop once more?

Regardless of its troubles, JD Sports activities nonetheless has strengths. It has a dominant place within the UK. The US market might nonetheless be a game-changer, if it will get its execution proper.

The corporate additionally has robust relationships with massive manufacturers like Nike and Adidas and the athleisure pattern doesn’t look like going away, regardless of some doubters. If JD Sports activities can muddle via its present challenges, it might rebound strongly.

The 15 analysts providing one-year share price forecasts have produced a median goal of 124p. If appropriate, that’s a rise of just about 60% from at the moment. A fairly staggering return, if it occurs. I believe 2025 shall be too politically and economically bumpy for that to occur, however we’ll see.

Critics say the board hasn’t fairly woken up to the size of the problem it faces, or drawn up a convincing turnaround technique.

So the place does that go away me? One half’s straightforward. I’m not crystallising that 28% loss. I nonetheless consider in its restoration potential.

The query is whether or not I’ve the nerve to purchase extra. The shares are unstable, and any additional setbacks might ship them even decrease.

I’d remorse it someday however I’m not shopping for. I’ve thrown sufficient cash at this inventory for now. I don’t assume it’s sport over, however JD Sports activities faces a mighty battle to show issues spherical. I’ll sit tight.