JD Sports reported falling sales and profits for its fiscal first half today, sending its stock slumping. It's far from alone.

Many players in the sports arena have hit a rough patch, including Adidas and Nike, whose stock prices have fallen by about 15% and more than 44%, respectively, this year.

"The backdrop is quite difficult for both our customers and the industry," JD's Chief Executive Regis Schultz told me in an interview after the earnings.

The sector is facing a combination of headwinds:

-- War and cost of living concerns: Inflation is squeezing consumers, especially in the U.S., a key market.

-- Youth unemployment: Jobless rates among young people, especially in Europe and the U.K., are putting pressure on this key customer group.

-- Strategic missteps: Brands have relied heavily on discounts,hurting margins. Schultz, whose company sells sneakers and sportswear from a range of brands, said, "some of our competitors continue to put too many products on the market and end up discounting."

-- Shifting trends: Consumers have been favoring newer brands such as On and Hoka over more established labels.

-- Fierce rivalry in China: Players like Adidas and Nike are grappling with high competition from local brands in this important market.

As for where things go from here? The situation is unlikely to improve until late 2027, though an end to the war and lower tariffs would certainly help, Schultz told me.