Pro-Israel influencer Alix Earle sues Gymshark for $1M after backlash over support for Israel

Earle, a popular influencer with a massive following of 7 million on TikTok and 4 million on Instagram, is seeking $1 million (£770,000) in damages from the British health brand.

The dispute stems from Earle’s public support for Israel following the October 7 Hamas attacks in 2023. On Instagram, Earle shared a post stating, “Now and always, we stand with the people of Israel,” a message that prompted immediate criticism from anti-Israel social media users. One user questioned Gymshark’s decision to feature Earle in their campaign, writing, “Why do you have a Zionist in your ad?” Another user, whose comment gained over 300 likes, added, “Not the Zionist when you have Palestinian women as part of your brand.”

According to court documents filed on Friday at the High Court, Earle’s legal team argues that Gymshark owes her the full compensation agreed upon in the contract, which included the creation of three TikTok posts, four Instagram features, a photo shoot, and an event appearance. Earle’s lawyers assert that the company’s complaints about her pro-Israel views lack merit, pointing out that her social media history and views were publicly available before Gymshark entered into a partnership with her.

While Gymshark disputes the existence of a formal contract, claiming no official agreement was signed with Earle, her lawyers present evidence of correspondence from January 2024 in which the company accused Earle of breaching the terms of their business relationship, suggesting that some form of contract or understanding did exist between the two parties.

The outcome of this legal battle could have far-reaching implications, not just for Gymshark, but for the growing trend of influencers facing professional consequences due to their political views.