Rascasse Audience Intelligence

JD Sports Target Market in Germany

A data profile of the people who buy, follow and care about JD Sports in Germany — modelled from more than twelve digital signal sources. JD Sports has an estimated audience of 2,481,612 people in Germany.

#325among Brand in Germany#108in Shopping

The average JD Sports fan in Germany is 30.7 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Deichmann, Borussia Dortmund, Foot Locker, with strongest over-indexing on Deichmann (2.21× the country average).

Demographically, the JD Sports audience skews balanced with an average age of 30.7, and over-indexes on personality traits such as Luxury Orientation, Early Adopter Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical JD Sports fan in Germany is balanced, around 30.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Deichmann.

Category: Shopping · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the JD Sports profile in Germany.

Audience size
2.5M
in Germany
Gender
49.9%♀
50.1% male
Age
30.7
average years
Country rank
#2659
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of JD Sports

49.9% are female, 50.1% are male, average age 30.7.

Fig. 02

Gender split

49.9%
Female
50.1%
Male
Demographic split for JD Sports audience in Germany
MetricValue
Female49.9%
Male50.1%
Average age30.7
Estimated audience size2,481,612
Fig. 03

Age distribution

Ø 30.7
average years
Age distribution of the JD Sports audience in Germany
Age bracketShare%
16-1940%
20-2925%
30-3917%
40-4912%
50+6%
Fig. 04

Worldwide distribution

5.2%

of the worldwide JD Sports audience comes from Germany.

Worldwide audience distribution share by country for JD Sports
CountryShare
United Kingdom28.1%
United States13.3%
France9.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the JD Sports audience in Germany is strongest.

Fig. 05

Top regions by affinity

JD Sports customers by region in Germany
#RegionReachAffinity×
01Berlin~200K1.65×
02Nordrhein-Westfalen~800K1.41×
03Hessen~300K1.34×
04Rheinland-Pfalz~200K1.32×
05Hamburg~60K1.10×
06Bremen~20K1.09×
07Niedersachsen~200K0.98×
08Baden-Württemberg~300K0.97×
09Saarland~30K0.95×
10Sachsen~100K0.94×
11Thüringen~60K0.91×
12Bayern~300K0.84×
13Schleswig-Holstein~70K0.77×
14Brandenburg~50K0.71×
15Mecklenburg-Vorpommern~30K0.62×
16Sachsen-Anhalt~40K0.56×
Fig. 06

Affinity by region

Affinity by region — JD Sports, Germany
0.56×1.00×1.65×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the JD Sports audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for JD Sports audience
#·InterestCategoryAffinity×
01Greater ManchesterTravel & Leisure7.91×
02Foot LockerShopping4.73×
03MenswearFashion & Accessoires4.33×
04IntersportShopping3.31×
05PumaFashion & Accessoires3.08×
06New BalanceFashion & Accessoires2.61×
07HaftbefehlMusic & Radio2.53×
08Jürgen KloppSports2.39×
09DeichmannShopping2.21×
10Google NewsNews2.16×
11DeutschrapMusic & Radio2.16×
12UniqloShopping1.97×
13Sportswear (activewear)Fashion & Accessoires1.79×
14Sneakers (footwear)Fashion & Accessoires1.78×
15StreetwearFashion & Accessoires1.78×
16Galatasaray S.K.Sports1.73×
17Real Madrid C.F.Sports1.72×
18BreuningerFashion & Accessoires1.70×
19Borussia MönchengladbachSports1.61×
20Borussia DortmundSports1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the JD Sports audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by JD Sports audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.27×
Early Adopter MentalityPOWER1.26×
ExtroversionTHRILL1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by JD Sports audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.71×
PatriotismCONSERVATISM0.72×
Need for SecurityCONSERVATISM0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is JD Sports's target market in Germany?

JD Sports's target market in Germany covers an estimated 2,481,612 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of JD Sports customers?

49.9% of the JD Sports audience are female, 50.1% are male, with an average age of 30.7 years.

03

Which brands do JD Sports fans like most?

JD Sports fans show strongest brand affinity for Deichmann (2.21×), Borussia Dortmund (1.55×), and Foot Locker (4.73×) over the country average.

04

Where do JD Sports fans live in Germany?

JD Sports fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do JD Sports fans also like?

Beyond JD Sports itself, the audience over-indexes on Borussia Dortmund (1.55×), Foot Locker (4.73×), Real Madrid C.F. (1.72×), and Greater Manchester (7.91×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in Germany

See JD Sports audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for JD Sports. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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