The Alix Earle Gymshark lawsuit ended in an out-of-court settlement in early 2025, closing a $1 million breach-of-contract claim the TikTok influencer had filed in the UK’s High Court against the British fitness apparel brand. Earle alleged Gymshark walked away from a sponsorship deal in late 2023 after backlash to her pro-Israel social media posts; Gymshark denied any contract had been signed at all. The parties settled before trial, and the precise financial terms were not publicly disclosed.1The Cut. Why Did Alix Earle Sue Gymshark
What the Sponsorship Deal Covered
According to court filings, Gymshark agreed to pay Earle $1 million for a defined package of promotional work: three TikTok posts, four Instagram posts, a photo shoot, and an in-person appearance at a company event.2NJ.com. Company Settles $1M Lawsuit With Alix Earle After Criticism Over Israel Posts That figure became the amount Earle later sought in damages when the arrangement collapsed.
Why the Deal Fell Apart
In October 2023, after the Hamas-led attacks on Israel, Earle posted on Instagram: “Now and always, we stand with the people of Israel.”3The Jewish Chronicle. Influencer Alix Earle Settles Case With Gymshark for $1 Million The post drew hostile reactions from some social media users, including comments criticizing brands associated with her.4The Jerusalem Post. Influencer Alix Earle Settles Case With Gymshark
Earle alleged Gymshark ended the sponsorship in late 2023 to distance itself from her after what court filings described as “negative responses” regarding her “perceived stance on the Israel-Palestine conflict.”3The Jewish Chronicle. Influencer Alix Earle Settles Case With Gymshark for $1 Million According to reporting by The Telegraph, Gymshark executives had initially spoken out against the negative comments directed at Earle before the company moved to end the partnership.4The Jerusalem Post. Influencer Alix Earle Settles Case With Gymshark
The Claim and Gymshark’s Defense
Earle filed suit against Gymshark Limited on June 13, 2024, in the King’s Bench Division of the High Court of England and Wales. The case was assigned number KB-2024-001821 and listed as a Part 7 breach of contract claim.5Caseboard.io. Earle v Gymshark Limited, KB-2024-001821 Earle was represented by Schillings; Gymshark retained Eversheds Sutherland.
Earle sought $1 million (approximately £770,000) in damages, arguing she was owed the full value of the sponsorship deal Gymshark had terminated early.6Retail Gazette. Gymshark Settles Alix Earle Lawsuit Her filings contended that her views on Israel were publicly known before the deal was finalized and could not serve as a legitimate basis for cancellation. In her words, quoted from court documents: “My TikTok and Instagram posts were available before the deal with Gymshark was agreed upon, so their claims don’t hold up.”3The Jewish Chronicle. Influencer Alix Earle Settles Case With Gymshark for $1 Million
Gymshark’s defense took a different tack. The company denied that any contract had been signed with Earle in the first place.2NJ.com. Company Settles $1M Lawsuit With Alix Earle After Criticism Over Israel Posts Earle’s attorneys pointed to a January 2024 letter from Gymshark that accused Earle of having breached an agreement with the brand, arguing the letter’s existence made it difficult for Gymshark to maintain that no deal had ever existed.
The case moved through several procedural stages. Master Davison issued an order in October 2024, and Earle’s legal team filed Particulars of Claim that same month, followed by an Amended Claim Form in November 2024.5Caseboard.io. Earle v Gymshark Limited, KB-2024-001821
How the Case Ended
The dispute never reached trial. Earle’s lawyer confirmed in January 2025 that the parties had reached an out-of-court settlement.7Law360. Influencer Settles With Gymshark Over $1M Promo Deal The case was recorded as “Concluded (Stayed)” on the court’s docket, with the last activity dated March 24, 2025.5Caseboard.io. Earle v Gymshark Limited, KB-2024-001821
Multiple outlets, including The Jewish Chronicle and NJ.com, reported the settlement as being for $1 million, the full amount Earle had originally sought.3The Jewish Chronicle. Influencer Alix Earle Settles Case With Gymshark for $1 Million2NJ.com. Company Settles $1M Lawsuit With Alix Earle After Criticism Over Israel Posts The Cut, however, noted that the precise financial terms were not publicly disclosed and that “it’s not clear how much money was involved.”1The Cut. Why Did Alix Earle Sue Gymshark Neither party made public statements detailing the agreement’s conditions.