Key Takeaways:
- Alix Earle, a popular TikTok influencer, has filed a $1 million lawsuit against Gymshark.
- She claims the fitness brand ended their sponsorship agreement early due to backlash over her pro-Israel posts.
- Gymshark denies signing a contract with Earle, but her team says they have evidence of an agreement.
- Earle faced criticism for her stance on the Israel-Palestine conflict after the October 7 Hamas attacks.
- Social media comments allegedly influenced Gymshark’s decision to terminate the partnership.
Alix Earle, a TikTok star with over 7 million followers, is taking British fitness brand Gymshark to court. She claims the company cut ties with her too soon after she faced backlash for her pro-Israel statements. Now, she’s suing them for $1 million.
Let’s break down what happened.
What’s the Case About?
Alix Earle, who is also popular on Instagram with 4 million followers, says Gymshark agreed to pay her $1 million for a sponsorship deal. The deal included creating content for TikTok and Instagram, doing a photo shoot, and appearing at an event.
But according to Earle, Gymshark ended the deal suddenly in late 2023. She believes this happened because of negative reactions to her pro-Israel posts.
Earle had shared a post on Instagram saying, “Now and always, we stand with the people of Israel,” after the October 7 Hamas attacks. This post, along with her other content, sparked criticism online.
Gymshark, on the other hand, says they never signed a contract with Earle. But Earle’s legal team claims they have messages from January 2024 where Gymshark mentioned she breached an agreement.
Social Media Backlash Played a Role
Court documents show that Gymshark executives were worried about the negative feedback they were getting because of their partnership with Earle.
For example, some people commented on social media:
- “Why do you have a Zionist in your ad? Answer quickly.”
- “Not the Zionist when you have Palestinian women as part of your brand.”
One of these comments even got over 300 likes.
Earle’s team argues that Gymshark can’t say she breached the agreement because her social media content was already public before they agreed to work together.
What Else Happened?
Just last month, another company, Unwell Network, ended their partnership with Earle too. Unwell Network is run by Alex Cooper, the host of the popular podcast Call Her Daddy.
Earle had joined Unwell Network in August 2023 when Cooper started the company to focus on Gen Z audiences. Now, it seems Earle’s podcast, Hot Mess, is no longer part of the network.
This shows that Earle’s comments on sensitive topics have led to multiple brands distancing themselves from her.
Why Is This a Big Deal?
This case highlights how influencers and brands navigate sensitive topics, especially on social media. Influencers often have to balance their personal views with the brands they work with.
In this situation, Earle believes she was treated unfairly because her views were already out there. Gymshark, however, seems to have been concerned about how their customers would react to her stance.
It also shows how quickly public opinion can change and how brands respond to backlash.
What’s Next?
The lawsuit is ongoing, and it’s unclear how it will end. If Earle wins, she could get the $1 million she says Gymshark owed her. If Gymshark wins, they’ll avoid paying, but the situation has already damaged their reputation.
This case could also set a precedent for how brands and influencers handle sponsorships in the future, especially when it comes to sensitive topics.
Conclusion
Alix Earle’s lawsuit against Gymshark is a reminder of how Influencer marketing works today. Brands partner with influencers to reach their audiences, but they also face risks when an influencer’s personal views cause controversy.
As this case unfolds, it will be interesting to see how the court decides. Will Gymshark have to pay Earle the $1 million, or will they prove they never had a contract? Only time will tell.
For now, this story serves as a cautionary tale for brands
