Mirroring the march of underdog Leicester City to the top of England’s Premier League soccer table, JD Sports Fashion Plc has established a new order in U.K. sports retailing. With a market value of 2.37 billion pounds ($3.5 billion), JD has overtaken Sports Direct International Plc, controlled by billionaire Mike Ashley. As a sales slump at Sports Direct has caused it to twice lower annual profit forecasts, JD’s exclusive ranges from Adidas AG and Nike Inc. are fueling same-store revenue growth exceeding 10 percent.

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