It might not be breaking news, but as a JD devotee, it’s still thrilling to see their unstoppable momentum. JD Sports’ €520m acquisition of Courir marks a dynamic new chapter for sneaker culture across Europe. With over 320 stores and a robust omnichannel presence, Courir has established itself as a leading sneaker retailer, particularly among women, thanks to its focus on exclusivity and trend-led footwear. By effortlessly blending style and function, Courir has cultivated a fashion-forward audience that JD Sports is now primed to elevate.
This acquisition expands JD’s appeal, complementing its core customer base with Courir’s more female-focused, style-conscious audience. Régis Schultz, JD Sports’ CEO, describes this move as a key milestone in their “Complementary Concepts” strategy, designed to connect the brand with new demographics across Europe.
Courir’s impressive growth—nearly doubling revenues from €390m in 2019 to €735m in 2023—combined with JD’s global influence signals a transformative moment for the evolving sneaker market. Together, they’re poised to reshape sneaker retail, delivering the exclusivity, trends, and culturally connected experiences the market craves.
