Social media influencer Alix Earle sued British fitness brand Gymshark for £775,500, claiming the company terminated a lucrative sponsorship deal after she faced criticism for her pro-Israel stance.
Gymshark has settled a $1m court claim from Earle over claims it scrapped sponsorship agreement after her views on Israel prompted backlash online.
The 24-year-old American, known as the "internet's hot best friend", alleged Gymshark ended their agreement in late 2023 following backlash over her "perceived stance on the Israel-Palestine conflict".
Gymshark is understood to have denied signing a contract with Earle.
Earle rose to prominence four years ago by posting candid videos about fashion, beauty and her personal life. She now has seven million followers on TikTok and four million on Instagram.
Social media influencer Alix Earle is suing British fitness brand Gymshark for £775,500
GETTY
The daughter of a New Jersey construction magnate has built a reputation for making products sell out within minutes with a single post. Her influence has made her "highly sought after" to promote brands on her social media pages.
According to court filings, Gymshark had allegedly agreed to pay Earle $1million for three TikTok posts and four Instagram posts featuring its brand.
The fee also covered a photoshoot and an event appearance.
However, Earle claimed Gymshark ended the deal after she became the focus of criticism for her support of Israel.
MORE LIKE THIS:
- Pizza Hut delivery driver becomes Britain's youngest BILLIONAIRE aged just 30 - 'Mind blowing!'
- Ben & Jerry's boss 'ousted over political activism' after Unilever tried to 'silence social mission'
- More Britons killed on October 7 than in any other foreign terror attack since 9/11 as final victim named
She had previously posted on Instagram that "now and always, we stand with the people of Israel".
The Solihull-based sportswear group was founded by Ben Francis from his parents' garage in 2012 when he was 19 years old.
Francis studied by day and delivered pizza by night while building the company. Now 32, he has become one of the world's youngest billionaires through the brand's meteoric rise.
Gymshark executives allegedly complained about "negative responses" to their collaboration with Earle, according to The Telegraph.
One comment on social media said: "Why do you have a Zionist in your ad, answer quickly."
Another comment, which received more than 300 likes, added: "Not the Zionist when you have Palestinian women as part of your brand."
The backlash appears to have centred on Earle's public support for Israel. Earle is arguing the company owes her $1million in damages for ending the deal early.
She claimed that Gymshark's complaints were not "valid", given her TikTok and Instagram posts were available before the sponsorship deal was agreed.
Gymshark executives allegedly complained about "negative responses" to their collaboration with Earle, according to The Telegraph
GETTY
This suggests the company would have been aware of her public positions prior to entering negotiations.
Neither Gymshark nor Earle responded to requests for comment.
The claim is understood to have been settled last year.
Partnerships with fitness influencers on social media have been a key part of Gymshark's success.
The company's strategy of giving free gym gear to weightlifting influencers transformed daily sales from £350 to £35,000.
In 2020, Gymshark was valued at more than £1billion after US private equity firm General Atlantic acquired a 21 per cent stake.
