Which Performs Better: JD Sports vs Sports Direct Running Shoes?

Comfort or Cost — Who Wins the Race?

In the UK retail race, JD Sports vs Sports Direct is more than shoes; it's a test of whose vision delivers under pressure.

JD’s name spikes 15% higher in Google searches for “best running shoes 2025,” while Sports Direct excels in steady growth on “budget running trainers.”

Both aim to provide runners with durable shoes for beginners, breathable trainers, and a reliable buying experience.

We combined lab data, real runner feedback from the UK, and corporate performance to see who’s really in stride.

What Are JD Sports and Sports Direct?

JD Sports and Sports Direct sit under the £5.5 billion Frasers Group empire but aim at different finish lines.

JD Sports, founded in 1981 in Bury, Lancashire, now led by CEO Régis Schultz (joined 2022, formerly of B&Q), has grown from one shop to 3,500 global stores. Schultz’s “resilient growth amid uncertainty” strategy raised revenue from £8.5 billion in FY2022 to £10.4 billion in FY2025 (+22%), with 223 new stores opened last year.

Its site feels premium: AI-based size prediction, AR try-ons, and filters that actually work. Customers describe JD’s buying flow as “fast, clear, reliable.”

Sports Direct, based in Shirebrook, Derbyshire, is run by “Frasers Group CEO Michael Murray”, the 35-year-old son-in-law of founder Mike Ashley. Murray took the helm in 2023 with a £100 million bonus target tied to doubling the share price. His focus is to keep Sports Direct profitable through volume and clearances. The brand posted £5.2 billion FY2025 revenue, up 6.4 percent YoY, thanks to aggressive discount cycles and regional store growth.

Both share infrastructure but not identity: JD sells aspiration; Sports Direct sells access.

Shoe Quality & Performance

Across real-runner feedback, UK and Runner’s World 2025 lab data, JD’s build quality running shoes consistently score higher.

On Reddit’s r/running, one user wrote:

“JD’s Cloudstratus 3 feels like running on pillows; my Sports Direct pair flattened in a month.”

Sports Direct still wins for the best budget running trainers under £100, but JD’s mid-range models last roughly 40% longer before the cushioning collapses.

Customer Service & Delivery Experience

JD Sports: 4.2 / 5 Trustpilot, 95% on-time DPD delivery (2–3 days). 24/7 live chat with gait specialists resolves 85% of queries within 5 minutes. 

Sports Direct: 3.8 / 5 Trustpilot, 88% on-time Royal Mail delivery (3–5 days). Refunds can lag, with voucher returns still common.

Net Promoter Score tells the same story: JD –63 (better) vs Sports Direct –37.

“JD swapped my wrong-size Hoka overnight,” one X user posted.

“Sports Direct refunded me with a voucher I can’t use online,” said another.

JD’s UX Revolution vs. Sports Direct’s Digital Drag

We all love old favourites, the “oldies but goodies.” But online, nostalgia doesn’t convert.

Outdated web design signals low quality and poor security; modern UX wins trust.

JD’s digital sprint began years ago, with Digivante audits showing a 4.5/5 UX score and AR-based personalization that cut returns by 20%.

Sports Direct’s layout still feels like the early 2010s: heavy banners and slower filters.

Back in 2019, JD posted 49% growth (£4.71 billion in revenue) compared to Sports Direct’s 10% (£3.7 billion). The trend hasn’t flipped.

JD now ranks among the UK’s Top 30 fashion brands (YouGov / BBC); Sports Direct still sits near the bottom five for quality perception.

Legitimacy & Brand Trust

Both are legitimate FTSE-listed retailers, with zero scam warnings from Scamadviser in 2025.

JD’s supply-chain transparency sits at 95%; Sports Direct resolved its 2015 labour practice fines (£1 million) and passed renewed audits in 2024.

The risk of fakes? Primarily on third-party resale sites, rather than directly from either store.

Common Complaints

JD Sports (10–15 % negatives):

• High demand leads to stockouts (Pegasus 41 sells out in hours).

• Mega-sale clutter hides filters.

• Occasional half-size discrepancies on Nike lines.

Sports Direct (20–30 % negatives):

• Dated interface (nine banners before filter).

• Midsole compression is 40% faster than that of our rivals.

• Voucher refunds instead of cash; slow peaks (5–7 days).

Alternatives for UK Runners

• Running Warehouse UK (4.7 / 5): gait analysis + 60-day trial.

• SportsShoes.com (4.6 / 5): Saucony Endorphin Speed £120.

• Decathlon (4.5 / 5): Kalenji Kiprun £40–70 — best for beginners.

• Allsole (4.4/5): Hoka Bondi £140 — durable.

• Wiggle (4.3 / 5): Asics clearance £60.

Final Verdict

JD Sports edges out Sports Direct both on track and in the boardroom.

Under Régis Schultz, JD lifted sales from £8.5B (2022) to £10.4B (2025), while expanding its global reach and pushing tech-driven shopping.

Sports Direct, under Michael Murray’s bonus-tied leadership, still grew from £4.9 B (2023) to £5.2 B (2025) but trails in customer sentiment and digital polish.

For cushioned running shoes in the UK and breathable trainers for runners, JD Sports excels in comfort, build quality, and long-term reliability; its premium models consistently outlast competitors in every running shoe performance test. We reviewed the best running trainers under £100. Sports Direct keeps value-seekers happy.

Check JD Sports reviews for more satisfaction before buying, and keep your shopping safe.

In short:

• Serious runners: JD Sports — longer-lasting comfort.

• Casual starters: Sports Direct — easy savings.