The British company JD Sports Fashion, leader in the distribution and sale of sportswear, operates in an upward trend since April (+48%) and several arguments militate in favor of a continuation of this trend.

The company's fundamentals remain very solid according to the Surperformance ratings. The company still shows a low valuation with a "EV/sales" ratio of 1.06x. Estimated sales from Thomson Reuters consensus are encouraging for 2015 with +13% to GBp 1.5 billion. Finally, analysts have largely revised upwards their earnings forecasts. The last earning per share amounted to GBp 35 for 2015 and is expected at GBp 46 for 2016.

Technically, the stock JD Sports Fashion shows a bullish configuration on all time scales. The share is supported by the positive orientation of the moving averages.

In view of all these fundamental and technical elements, it seems appropriate to place an order at current prices and to target GBp 1030 with a stop under the GBp 930, which would invalidate this technical configuration.