In late 2023, American influencer Alix Earle, known for her substantial following on TikTok and Instagram, posted a message stating, “Now and always, we stand with the people of Israel.” This led to public criticism and reportedly influenced British activewear brand Gymshark to terminate their partnership with her. Earle subsequently filed a $1 million lawsuit against Gymshark, alleging breach of contract and loss of earnings. While Gymshark denied the existence of a formal contract, the case was settled in January 2025 for an undisclosed amount.
Following recent media coverage of this lawsuit, Gymshark has experienced a surge in popularity. Many social media users, particularly on TikTok, have expressed support for the brand’s perceived stance by purchasing its products. Despite the renewed attention, Gymshark has not issued any official statements regarding the lawsuit or the surrounding controversy.
