Influencer and podcast host Alix Earle has settled a $1 million (£770,000) lawsuit with UK fitness brand Gymshark, claiming the company terminated a lucrative sponsorship deal in late 2023 because of her Israel-supporting social media posts.
Earle, who has over 7 million TikTok followers, alleged that Gymshark ended a partnership with her after facing backlash for her “perceived stance on the Israel-Palestine conflict.”
In the case, which was initially reported by The Telegraph, the influencer claimed that Gymshark pulled out of the deal after receiving a surge of “negative responses” on social media in response to their collaboration with Earle. One comment that received hundreds of likes said: “Why do you have a Zionist in your ad, answer quickly.”
In court filings, she claimed that Gymshark agreed to pay an undisclosed amount for three TikTok posts featuring its brand and four Instagram posts. The fee also covered a photo shoot and an event appearance.
The lawsuit, filed in the High Court, accused the fitness giant of breaching the terms of their agreement by cutting the deal short, causing significant financial harm.
In her claim, Earle said Gymshark's complaints were not "accepted as valid," noting that her posts on Israel had been publicly available before any agreement was reached. “My TikTok and Instagram posts were available before the deal with Gymshark was agreed upon, so their claims don’t hold up,” Earle said in the legal filing.
Earle, 24, rose to fame in 2020 thanks to her daily makeup and fashion videos, which quickly garnered millions of followers on platforms like TikTok and Instagram.
Since then, she has become a prominent influencer, particularly for her lifestyle and beauty content. Alongside her social media presence, she also co-hosts the popular Hot Mess podcast, where she discusses various topics ranging from beauty trends to personal anecdotes.
The controversy stems from a post she shared on Instagram in October 2023, after the Hamas-led attacks on Israel.
In the post, Earle expressed her support for Israel, writing: “Now and always, we stand with the people of Israel.”
Gymshark, which was founded in 2012 by Ben Francis while he was a student and pizza delivery driver in Birmingham, has become one of the most recognisable names in the global fitness industry.
The brand, valued at an estimated $1.3 billion in April 2023, has built a loyal following by teaming up with influencers and athletes to promote its activewear.
Gymshark has been contacted for comment.
