A fashion influencer has sued British fitness brand Gymshark for $1million after it allegedly axed her sponsorship deal over online criticism of her pro-Israel views.
Alix Earle, 24, filed allegations against the company at the High Court, arguing it owes her the equivalent of £770,000 in damages for terminating the deal prematurely.
In court filings, the influencer – who has seven million TikTok followers – claimed Gymshark agreed to pay her $1million for three videos on the platform featuring its brand, as well as four on Instagram, The Telegraph first reported.
A photo shoot and an event appearance were also said to be included in the fee.
Gymshark is believed to have denied it signed a contract with Ms Earle, according to the newspaper.
The sports brand is accused of axing the deal with Ms Earle towards the end of 2023 after she faced criticism for her ‘perceived stance on the Israel-Palestine conflict’.
The influencer had previously written on Instagram that ‘now and always, we stand with the people of Israel’.
At the time, Ms Earle responded to backlash by sharing on her Instagram story that her ‘heart continues to be with everyone who has been impacted by these horrifying acts of terrorism’.
Alix Earle, 24, (pictured) filed allegations against Gymshark at the High Court, arguing it owes her the equivalent of £770,000 in damages for terminating her deal prematurely
‘I am shattered over the inexcusable, disgusting, disrespectful torturing of women, children, babies and so many others,’ she continued.
‘There are no words to describe a tragedy of this magnitude and the mass devastation it has caused.
‘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.’
Despite her ‘attempts to do damage control’ according to some users online, Gymshark executives allegedly complained about ‘negative responses’ to their partnership with Ms Earle.
One comment aimed at the brand reportedly said: ‘Why do you have a Zionist in your ad, answer quickly.’
As part of her claim, Ms Earle argued Gymshark’s complaints were not ‘accepted as valid’, given her posts were uploaded before it agreed to the sponsorship.
Ms Earle rose to prominence in 2020 for her posts on make-up and fashion
Ms Earle rose to prominence in 2022 after posting her ‘Get Ready With Me’ videos on TikTok, where she shares details of her personal life.
The podcast host’s influence has been dubbed the ‘Alix Earle effect’ after products she endorses sell out quickly.
Ms Earle made history in 2024 after becoming Sports Illustrated Swimsuit’s first ever digital cover star in a racy photoshoot for the magazine.
The Mail has contacted Gymshark and Ms Earle for comment.
