Fashion influencer sues British fitness brand Gymshark for $1million after it axed her sponsorship deal ‘over pro-Israel views’

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. 

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’.

Ms Earle rose to prominence in 2020 for her posts on make-up and fashion

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 made history in 2024 after becoming SI Swimsuit’s first ever digital cover star in a racy photoshoot for the magazine.

She rose to prominence in 2020 for her posts on make-up and fashion. 

MaiOnline has contacted Gymshark and Ms Earle for comment.