If you’ve come across a few TikTokers who seem unusually excited about Gymshark products, you might have Alix Earle to thank. The Telegraph recently resurfaced a lawsuit Earle filed against the brand last year, claiming Gymshark had violated its contract over Earle’s “perceived stance on the Israel-Palestine conflict.” Gymshark reportedly settled the case in January, but now that it’s reached the ears of the sports-bra-buying public, quite a few young people are now amped to throw their money at this sometimes-thotty athleisure brand. Here’s what’s happened so far.
@cl0ek Easiest promo they could’ve done #greenscreen #gymshark #fyp #freepalestine
Earlier this week, U.K. outlet the Telegraph reported that Earle had filed a $1 million lawsuit against Gymshark back in 2024. In court documents reviewed by the outlet, the 24-year-old reportedly claimed that the British workout-apparel brand, which had commissioned her for a handful of social-media posts, a photo shoot, and a promotional event, prematurely ended their partnership over her “perceived stance on the Israel-Palestine conflict.” The falling-out seems to stem from a post Earle shared on Instagram in October 2023, which read, “Now and always, we stand with the people of Israel.” Per the Telegraph, Earle claims Gymshark responded to backlash for her post by pulling the plug on the collaboration without paying her agreed-upon rate. She then sued the workout-apparel brand for $1 million in damages. Gymshark, whose legal reps apparently deny having ever signed a contract with Earle, ended up settling the case in January. It’s not clear how much money was involved.
Two months later, many of us are just finding out about this drama, and some TikTok users have expressed enthusiasm over Gymshark’s apparent support of Palestinian rights. “Easiest promo they could’ve done,” one user wrote, while another added, “@Gymshark I didn’t know you moved like that.” Meanwhile, others have posted in support of Earle and her initial pro-Israel post, including the hosts of the podcast The Toast, who praised her “backbone” and willingness to pursue legal action. Gymshark, a brand that may have just felt gun-shy about wading into international conflict via influencer collabs, has not weighed in publicly.
@nawalornoel Time to go shopping #nawalornoel #news #breakingnews #drama #scandal #alixearle #gymshark
@aleanahb Alix Earles settles with Gymshark for one million dollars because they terminated her contract for pro Israel posts… stop making bad people famous! #influencersinthewild #gymshark #alixearle #popculture #celebritydrama
The Cut has contacted both Gymshark and Earle for comment and will update this post if we hear back.
