The featured offer is the 10% off full price products for new customers, shown as the voucher code at the top of the page, and it is best if you are a new customer buying full price items online or in the JD app. It only works on full price lines and cannot be used with other online offers, student or emergency services discounts. Use it when your basket is mostly full price goods.
For big mixed baskets that include sale items, if your cart contains sale lines, shop the sale first. The up to 75% off sale can beat a 10% new customer code on marked down items; for example a €120 item reduced by 50% to €60 is cheaper than applying 10% to the original price. The 20% off selected styles voucher that is auto applied at checkout may also give a bigger saving than 10% if your items are in that selection.
If you are buying mainly full price items and are a new customer, use the 10% off full price voucher. On a €100 order of full price items, the code takes 10% off, leaving €90, so you save €10. This is the headline offer on the page and is the one to try first when you meet the new customer requirement.
If your cart is under €75 and you want free delivery, free delivery requires a minimum spend of €75, so if your basket is €70 the 10% new customer code would reduce the total further and could move you away from free delivery. For small baskets, compare the saving from 10% with the cost of delivery and choose the option that leaves you with the lower total.
If you are buying kids footwear, prices in the kids sale are as marked, so a pair already reduced in the Kids' Trainers and Shoes sale will usually be cheaper than any full price discount. If the kids shoes you want are marked down, pay the sale price.
If you just want sports bras or vests from €15, pick the styles starting at €15 where price is marked; the new customer code does not apply to sale lines, so the marked €15 item will be the best value for that category.
If you are a first time shopper and you do not qualify for the new customer code because items are sale marked, consider signing up for the newsletter only if you want future offers, but the signup itself is not a coupon and is not the page headline.
Our records show JD Sports listed 26 offers in the 12 months to October 2026, with four percentage codes in that time and the biggest percentage code seen at 10% off, which is the same level as today’s new customer voucher. Our team ran three checkout tests across three offers in the 12 months to October 2026.
JD recently ran two 10% off sitewide codes that ended on 19 August 2026; those were sitewide 10% offers and are worth watching for, but they are expired now.
When choosing, compare the final totals: if your basket is mostly full price and you are a new customer, the 10% voucher will usually win; if your items are in the sale, take the sale price or the auto applied 20% selected styles discount when it applies. The new customer voucher cannot be used with other online offers, student discounts or emergency services discounts, so take whichever single option leaves you with the lowest total.
