Alix Earle, one of social media’s most bankable influencers, is firing back at fitness giant Gymshark – and she’s bringing a $1 million lawsuit with her.
The 24-year-old content creator, best known for her “Get Ready With Me” videos and hosting Hot Mess, claims Gymshark abruptly terminated a high-value brand deal in late 2023. The reason? Earle believes it was her public support for Israel – and she’s now taking the brand to court over it.
The Lawsuit That’s Shaking the Influencer Economy
According to court documents filed in the U.K.’s High Court and first reported by The Telegraph, Alix Earle’s legal team argues that Gymshark backed out of a signed agreement worth $1 million. The deal was supposed to include three TikTok videos, four Instagram posts, a branded photoshoot, and an appearance at a Gymshark event.
The trigger, she alleges, was her Instagram post that read: “Now and always, we stand with the people of Israel.”
The comment section of Gymshark’s posts soon became a firestorm. “Not the Zionist when you have Palestinian women as part of your brand,” one viral comment read, racking up hundreds of likes.
Within weeks, Earle was out.
Gymshark Says No Contract Was Signed – But Paid Anyway
While Gymshark has reportedly denied signing a formal contract with Earle, the brand later confirmed that the lawsuit was settled out of court sometime in 2024.
Still, questions linger. Was there an oral agreement? A paper trail? Or did a billion-dollar brand with a history of influencer-first marketing simply get cold feet over online backlash?
The Influencer Economy’s Shaky Ground
The timing of this case is no coincidence. Brands are increasingly struggling to balance influencer freedom with brand risk. The Israel-Palestine conflict has proven especially polarizing – and some companies are choosing silence over taking sides.
But that silence can be expensive.
Alix Earle’s legal strategy hinges on proving that Gymshark’s decision to drop her wasn’t about business – it was about censorship. And if a court agrees that her prior social media posts were known and accepted before the deal, Gymshark’s defenses could fall apart.
From Podcast Deals to Party Cameos
Earle’s professional life hasn’t slowed down. Just weeks ago, she was also dropped from Alex Cooper’s Unwell Network – the same one that launched her podcast, Hot Mess, in 2023. No official reason was given, but industry insiders speculated it was due to the same political fallout.
Still, she isn’t retreating. Earle was recently seen partying with TikTok star Jake Shane during his comedy tour stop in Orlando. She even reposted fan videos tagging her canned margarita brand, SipMARGS.
That’s the paradox of influencer culture in 2025 – cancel a creator one day, and they’ll still be booked, branded, and beloved the next.
Gymshark’s Billion-Dollar Legacy at Risk?
Founded in a garage in Birmingham in 2012, Gymshark has built its entire marketing model on influencer partnerships. Its founder, Ben Francis – now a billionaire – famously said he grew the brand by simply sending free gear to YouTubers.
But as the stakes of online visibility rise, so do the risks. Once seen as a brand for the fitness community, Gymshark is now at the center of a legal and reputational firestorm.
With influencers increasingly speaking their minds and audiences demanding accountability, brands like Gymshark may find it harder than ever to walk the line between ethics and engagement.
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