The FTSE 100 hit an all-time high this week — but I still loaded up on this share!

In a ground-breaking week for the index, why has our writer been buying more of a FTSE 100 share that hit its lowest price for years?

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What a week it has been for the FTSE 100!

The blue-chip index of leading British shares broke through to a new all-time high.

That might make it sound like top London shares are expensive – and some of them certainly look that way to me.

Should you invest £1,000 in JD Sports right now?

When investing expert Mark Rogers has a stock tip, it can pay to listen. After all, the flagship Motley Fool Share Advisor newsletter he has run for nearly a decade has provided thousands of paying members with top stock recommendations from the UK and US markets. And right now, Mark thinks there are 6 standout stocks that investors should consider buying. Want to see if JD Sports made the list?

See the 6 stocks

But I reckon there are some real potential bargains on offer too, despite the overall index’s strong performance.

In fact, I bought more of a FTSE 100 share I already own this week after its price plumbed depths last seen five years ago, during the early stages of the pandemic lockdowns.

Step (or run) forward… JD Sports

The share in question, JD Sports (LSE: JD) has not been falling for no reason.

This month it issued its second profit warning in short order (the prior one was in November).

Geopolitical tensions pose a risk to its supply chain costs and therefore profit margins.

Sportswear brand Puma missed its profit target during the week, further alarming investors about the health of the sector. Also, credit agency Moody’s downgraded Nike debt, which did not help investor sentiment.

Are things as bad as they look?

From the share price chart, it is hard as a shareholder not to feel alarmed about what may be going on with JD Sports.

Created with Highcharts 11.4.3JD Sports Fashion PriceZoom1M3M6MYTD1Y5Y10YALLwww.fool.co.uk

Still, just as the FTSE 100 hit a new high this week so too did its German counterpart the DAX – thanks to a strong performance from Adidas.

There are other signs that the sportswear and shoes sector might not be as battered as suggested by JD’s share price. In its latest profit warning, the company reported organic revenue growth of 3.4% for the nine weeks under review.

It expects full-year like-for-like revenue to be flat. While that is nothing to write home about, I do not think it is bad either.

That is especially true given that JD Sports has apparently maintained like-for-like sales without matching heavy competitive price promotions in the last couple of months of 2024.

Why I think JD Sports is a great company — and at a great valuation too

Clearly there are risks, especially if a weak economy leads consumers to rein in their discretionary spending.

But while the retailer this month lowered its full-year outlook for profit before tax and adjusting items, it still expects that to come in at £915-£935m.

Compare that to the current market capitalisation (£4.2bn) and I think the share is deep in value territory.

I may be wrong. Its near-relentless fall since September makes me wonder if I have missed something. Clearly a lot of investors are bearish about the stock, even though it has been selling for pennies.

Still, I think its strong brand, global reach, proven business model, and large customer base are significant strengths.

As a long-term investor, I expect the share price to bounce back over coming years and think the current valuation offers me a margin of safety.

So I loaded up more of this FTSE 100 share into my portfolio.

But here’s another bargain investment that looks absurdly dirt-cheap:

Like buying £1 for 31p

This seems ridiculous, but we almost never see shares looking this cheap. Yet this Share Advisor pick has a price/book ratio of 0.31. In plain English, this means that investors effectively get in on a business that holds £1 of assets for every 31p they invest!

Of course, this is the stock market where money is always at risk — these valuations can change and there are no guarantees. But some risks are a LOT more interesting than others, and at The Motley Fool we believe this company is amongst them.

What’s more, it currently boasts a stellar dividend yield of around 10%, and right now it’s possible for investors to jump aboard at near-historic lows. Want to get the name for yourself?

See the full investment case

Should you invest, the value of your investment may rise or fall and your capital is at risk. Before investing, your individual circumstances should be assessed. Consider taking independent financial advice.

C Ruane has positions in JD Sports Fashion. The Motley Fool UK has recommended Nike. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

Pound coins for sale — 51 pence?

This seems ridiculous, but we almost never see shares looking this cheap. Yet this recent ‘Best Buy Now’ has a price/book ratio of 0.51. In plain English, this means that investors effectively get in on a business that holds £1 of assets for every 51p they invest!

Of course, this is the stock market where money is always at risk — these valuations can change and there are no guarantees. But some risks are a LOT more interesting than others, and at The Motley Fool we believe this company is amongst them.

What’s more, it currently boasts a stellar dividend yield of around 8.5%, and right now it’s possible for investors to jump aboard at near-historic lows. Want to get the name for yourself?

See the full investment case

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