Fashion influencer sued British health model Gymshark for $1million after it axed her sponsorship deal ‘over pro-Israel views’

British fitness brand Gymshark has settled a claim for $1million from a US fashion influencer after it allegedly axed her sponsorship deal over online criticism of her pro-Israel views. 

Alix Earle, 24, filed allegations against the company at the High Court, arguing it owed her the equivalent of £770,000 in damages for terminating the deal prematurely. 

In court filings, the influencer – who has seven million TikTok followers – claimed Gymshark agreed to pay her $1million for three videos on the platform featuring its brand, as well as four on Instagram, The Telegraph first reported. 

A photo shoot and an event appearance were also said to be included in the fee. 

Gymshark is believed to have denied it signed a contract with Earle, according to the newspaper. 

The sports brand was accused of axing the deal with Earle towards the end of 2023 after she faced criticism for her ‘perceived stance on the Israel-Palestine conflict’.  

The influencer had previously written on Instagram that ‘now and always, we stand with the people of Israel‘.

At the time, Earle responded to backlash by sharing on her Instagram story that her ‘heart continues to be with everyone who has been impacted by these horrifying acts of terrorism’. 

‘I am shattered over the inexcusable, disgusting, disrespectful torturing of women, children, babies and so many others,’ she continued.

‘There are no words to describe a tragedy of this magnitude and the mass devastation it has caused.

‘The days and weeks ahead will be increasingly difficult and more innocent lives will be lost because of these horrible acts. I am praying for our broken world right now.’

Despite her ‘attempts to do damage control’ according to some users online, Gymshark executives allegedly complained about ‘negative responses’ to their partnership with Earle.

One comment aimed at the brand reportedly said: ‘Why do you have a Zionist in your ad, answer quickly.’

Another comment – which was liked by more than 300 people – said: ‘Not the Zionist when you have Palestinian women as part of your brand.’ 

As part of her claim, Earle argued Gymshark’s complaints were not ‘accepted as valid’, given her posts were uploaded before it agreed to the sponsorship.

Last summer, the social media personality ‘took accountability’ for using a slur on the question-and-answer website ask.fm when she was 13.

‘I am deeply sorry that my words have hurt many and have led people to believe that I have any prejudice in my heart. I promise you that could not be further from the truth,’ she wrote on Instagram.

Screenshots of the offensive messages appeared on a Reddit forum dedicated to the ‘Do We Know Them’ podcast hosts, Jessi Smiles and Lily Marston.

Earle’s legal team allegedly trademarked her posts and contacted the hosts to say they ‘have violated their copyright’.

But the influencer said the claims she was trying to prevent users from sharing the posts were ‘absolutely ridiculous and untrue’.

Last summer, Earle ‘took accountability’ for using a slur on the question-and-answer website ask.fm when she was 13.

‘I am deeply sorry that my words have hurt many and have led people to believe that I have any prejudice in my heart. I promise you that could not be further from the truth,’ she wrote on Instagram.

Screenshots of the offensive messages appeared on a Reddit forum dedicated to the ‘Do We Know Them’ podcast hosts, Jessi Smiles and Lily Marston.

Earle’s legal team allegedly trademarked her posts and contacted the hosts to say they ‘have violated their copyright’.

But the influencer said the claims she was trying to prevent users from sharing the posts were ‘absolutely ridiculous and untrue’.

Earle rose to prominence in 2022 after posting her ‘Get Ready With Me’ videos on TikTok, where she shares details of her personal life.

Earle’s lawyers are said to have claimed the influencer was ‘highly sought after’ to promote brands on her social media accounts. 

The podcast host’s influence has been dubbed the ‘Alix Earle effect’ after products she endorses sell out quickly.

This comes after it was reported in February that Earle’s ‘Hot Mess’ podcast has been ‘dropped’ by Alex Cooper’s Unwell Network, following rumors of a feud between the two stars.

Call Her Daddy host Cooper’s, 30, media company has released the rights to Earle’s, 24, podcast, allowing her to pursue other opportunities, according to Variety.

SiriusXM is expected to cease the sale of ads for the TikToker’s show. Earle joined Cooper’s Unwell Network in August 2023.

Hot Mess offered weekly storytime discussions with the influencer, covering friendships, family, relationships, travel, and navigating life after college, as stated in its description. 

Last year, Earle hinted at ‘career mistakes’ on her podcast, though she did not provide any specifics. 

In a December 2024 episode of Hot Mess, Alix’s father, TJ Earle, suggested his daughter had experienced a conflict with a business partner.

During the segment, TJ, who described his role as having ‘hard conversations’ with those underestimating Alix, revealed he had recently intervened in a ‘business situation’ on her behalf.

He emphasized he acted without Alix’s involvement, and ‘wasn’t happy’ about the circumstances. 

Earle currently boasts seven million TikTok followers, and shares travel content and glimpses into her life with NFL boyfriend Braxton Berrios.

Earle made history in 2024 after becoming Sports Illustrated Swimsuit’s first ever digital cover star in a racy photoshoot for the magazine.

And she is returning to the magazine this year as well. And while fans will have to wait until May to see it in full, but the star already gave a sneak peek of her latest shoot that will feature in the upcoming issue.

The magazine released one teaser photo of her full shoot, which shows the social-media beauty ascending from water in a stunning white knitted bikini and jewelry.

Earle’s latest SI shoot was captured by photographer Yu Tsai in Jamaica. Yu Tsai also snapped her last year in Miami for the groundbreaking first digital cover.

She is one of two non-athletes to be unveiled as a SI Swimsuit model for 2025.

Earle’s boyfriend Berrios, who plays for the Miami Dolphins, was quick to give his seal of approval after sharing it on his Instagram story with a clapping and love-heart emoji.

The Dolphins wide receiver started dating Alix after his split from Olivia Culpo’s younger sister Sophia in 2023.

They met in early part of that year, but didn’t confirm their casual romance until June. The couple eventually made their relationship official five months later.

In the 15 months which have followed, they haven’t been shy about packing on the PDA and gushing over each other in interviews.

They also jetted to Europe last summer, where they were seen relaxing on the beach in Italy before attending a star-studded wedding in the South of France. 

Berrios’s season was ended in October when he was diagnosed with a torn ACL after Miami’s game against the Indianapolis Colts.

Gymshark is believed to have settled the claim made by Alix Earle last year. 

The Mail has contacted Gymshark and Earle for comment.