Influencer Alix Earle has launched a million-dollar lawsuit against Gymshark, a UK-based leisurewear company. According to The Telegraph, who have viewed the documents, the lawsuit was filed in the UK’s High Court. In the lawsuit, Earle claims that Gymshark abruptly ended their partnership back in 2023. This, she said, was due to Earle’s “perceived stance on the Israel-Palestine conflict.”
As noted by The Telegraph, Earle caused an outcry after she said on an Instagram post: “Now and always, we stand with the people of Israel.”
The Daily Mail reported that Earle responded to criticism with a lengthy statement on her Instagram story. “[My] heart continues to be with everyone who has been impacted by these horrifying acts of terrorism,” she wrote.
“I am shattered over the inexcusable, disgusting, disrespectful torturing of women, children, babies, and so many others. There are no words to describe a tragedy of this magnitude and the mass devastation it has caused.”
And went on to write that, “The days and weeks ahead will be increasingly difficult, and more innocent lives will be lost because of these horrible acts. I am praying for our broken world right now.’”
Still, Gymshark executives were reportedly bombarded by comments criticizing their involvement with Earle, which allegedly led to the firing.
Per The Telegraph, Earle claimed that Gymshark agreed to a $1 million brand deal consisting of an event, photoshoot, four Instagram posts, and three TikTok posts. In the suit, she claims that her post about Israel was public before she agreed to Gymshark’s deal. Gymshark, on the other hand, claims it never signed a contract with the influencer.
In total, Earle is suing Gymshark for $1 million in damages. When contacted for comment by The Independent, Gymshark claimed that the matter was settled out of court in 2024. Whether or not Earle received the full $1 million she sought, or if a different agreement was reached, remains unknown.
