Alix Earle Sued Gymshark And The Internet Is Taking Sides

I think we all know that Alix Earle is a big fan of clothes. She models her designer wardrobe for her millions of followers on Instagram and even occasionally gifts TikTok insider access to her closet cleanouts, like that time Alix discovered a long-lost birthday dress that had been marinating in her bodily fluids (yes, that’s a real story, Alix herself shared with the world). But Alix’s passion for fashion apparently led to a legal battle in 2024 that the internet is just getting wind of, and naturally, there are a lot of opinions!

In 2024, Alix filed allegations in the UK courts against Gymshark (which is a British company), as first reported by The Telegraph. Alix’s court filings claimed that Gymshark had ended an agreed-upon influencer deal early without paying her and alleged they now owed her $1 million in damages. Why would Gymshark want to cut ties with Alix Earle and her audience of 7 million followers? Well, according to the filings, Alix’s contract (which Gymshark denies ever existed) was cut short because of her “perceived stance on the Israel-Palestine conflict“. Yep, bet you didn’t expect that plot twist. Why did Alix Earle sue Gymshark, and did Alix win the lawsuit against them? Here’s everything to know.

Why did Alix Earle sue Gymshark?

Alix Earle

According to Alix Earle’s legal filings in the High Court of the United Kingdom, she claims she entered a contractual deal with the popular athletic brand. Alix alleged the deal included three TikToks and four Instagram posts, though Gymshark denied any contractual agreement with the viral influencer.

After posting pro-Israel content about the war in Gaza, Gymshark fans commented asking why the company would work with a “Zionist when you have Palestinian women as part of your brand,” as a comment transcribed by The Telegraph explained. Another user commented that Gymshark needed to “answer quickly” about their choice to work with Alix in light of her being an alleged “Zionist.”

Alix Earle alleged in her lawsuit that this backlash caused Gymshark to cut her contract early without paying her agreed-upon rate.

What did Alix Earle post about Israel?

Alix Earle shared an infographic to her IG Story that reads, “Now and always, we stand with the people of Israel!” after Hamas’ terrorist attacks in October 2023. In light of the complex history of Palestine, posting in sole support of Israel without acknowledging the humanitarian crisis that Palestinian people had also been long suffering rubbed many fans the wrong way. Alix later added an additional, lengthy, personalized statement explaining that her “heart continues to be with everyone who has been impacted by these horrifying acts of terrorism.” She ended her statement with “[prayers] for our broken world right now.”

Did Alix Earle win her lawsuit against Gymshark?

In January 2025, Alix and Gymshark came to a settlement involving an undisclosed amount of money. With news of the lawsuit heating up following Alix’s podcast drama with Alex Cooper’s Unwell network, Gen-Z is going out of their way to support Gymshark online in light of their alleged stance against Alix Earle.